Mercedes dives into heavy emotion for GLE launch

Mercedes is launching a new version of its GLE SUV – doubtless a fine car but one which somehow fails to quicken the pulses – and it’s going for family appeal (if you’re a pretty well-off family.)

So we have a mum training for her first triathlon following a horrible swimming accident. Her daughter isn’t impressed but, as ever, there’s a twist or two. From Antoni Garage in Germany.

Hmm. It’s a lovely film but is it manipulating the emotions somewhat cynically?

A bit like adam&eveDDB’s launch effort with the almost-divorce for the UK’s National Lottery.

MAA creative scale – OK we buy most of it: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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