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AllTogetherNow shows Vito versatility in Sport launch

The Mercedes-Benz Vito is an odd contraption, a van that doubles up as a taxi (on airport runs and the like) and people mover. Now Mercedes is launching a ‘Sport’ version (car manufacturers think we need a sport version of everything – so they can charge more, presumably) so what’s more obvious than pitching a mountain biker against a road cyclist?

A bit of a stretch but, in this new online series, ‘Dirt vs Road,’ from The&Partnership’s content agency AllTogetherNow, the Vito takes a prominent back seat, conveying our heroes and their bikes to their latest challenge.

AllTogetherNow creative director Daniel Evans says: “‘Dirt vs Road’ is a great evolution of our previous extreme-sports content for Mercedes-Benz Vans. The unscripted narrative between (racers) Yanto and Daryl and the juxtaposition of the two journeys they take together – following each other out of their comfort zones – is a beautifully authentic way of raising awareness of the versatility of the new Vito Sport.”

It’s an interesting spin; a van for sports people as opposed to something that hits 60mph in four seconds.

Shows the versatility of the Vito well enough. Could have done without the hyperbolic “Vans born to run” at the end.

MAA creative scale: 7.

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