Mercedes is going great guns at the moment (although China’s woes are a threat) but one area it hasn’t cracked is the SUV market, now being invaded by just about every lux car maker. Porsche’s Cayenne has stolen what, arguably, should have been Mercedes’ clothes.
Nobody seems to use these things for navigating fields any more so it’s a lifestyle thing. So Mercedes is trying to get back in the game with an avowedly ‘lifestyle’ campaign from the usually reliable Jung von Matt. Featuring various ‘lifestyle’ persons, including Mercedes F1 driver Lewis Hamilton and a model, for some reason.
MAA creative scale: 2.