Mercedes-Benz and BBDO Malaysia create masterpieces for the new E-Class
share on
Mercedes-Benz Malaysia has launched its 10th generation E-Class, a luxury sedan that combines technology with art and sophistication. BBDO Malaysia and production houses Studio 20 Twelve and Graph Studio were involved in the campaign.Titled "The Masterpieces of a Masterpiece", the campaign features a series of artworks, known as "Masterpiece of Intelligence", which were created through the use of long-light exposure techniques. Stunt drivers drifted in the dark while the artworks were being shot with the use of cranes and flame resistant gear.In a statement to A+M, a spokesperson for Mercedes-Benz said the E-Class needed to be reintroduced to Malaysians as it has been around for over a year ad that the brand was facing a declining relevance with younger Malaysian consumers. Hence, it aimed to get potential owners excited about the car's features via photographs and videos on social media, primarily Facebook.“The E-Class is a Masterpiece in its segment – a perfect combination of logic and emotion. In light of that, we wanted to do something that’s more than just a regular car ad; something that evokes emotion. Every piece of artwork was created using the car, showing off its features. This was a collaborative effort between agency and client, and what started off as a film transcended into a showcase of art," Lay Jian Yi, creative director at BBDO Malaysia, said.Campaign CreditsGeneral Manager: Farrah Harith McPhersonBusiness Director: Andrea MaExecutive Creative Director: VJ AnandCreative Director: Lay Jian Yi, Lee Tak ShuneArt Director: Talita MutiaraCopywriter: Niamh SpurrAssociate Account Director: Vanessa GanAccount Executive: Moses WeeProducer: Zyra KhirudinPhotographer: Loh Lin ShanProduction: Studio 20 Twelve
share on
Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow
Free newsletter
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.
subscribe now open in new window