Would you be a disappointment to your younger self? Not if you “Play by your rules,” says Mercedes-Benz

This is the third big campaign for Mercedes-Benz by Antoni Garage this year, and it tells the story of a thirtysomething being confronted by his 16 year-old self.

Of course, the grown up corporate man is a disappointment to the younger model, but the two finally bond when they take a spin together in the new Mercedes CLA Coupé.

The story is nicely told and well acted, with just the right amount of spiky teenage confrontation and almost no schmaltz. A female creative director, Alice Bottaro, was in charge of the “Play by your rules” campaign, which also includes print executions and a Snapchat filter.

Antoni Garage is based in Berlin, presumably not far from Publicis Emil, which was set up a year ago after Publicis Groupe won the global Mercedes-Benz brief and claims to handle “all marketing activity for Mercedes-Benz, from advertising to digital experience, to data science to CRM, to dealer communications.”

Meanwhile, Antoni Garage says it is “the European lead agency for the passenger car division of Mercedes-Benz,” so it’s unclear how those two marry up, but the independent agency seems to be doing a fine job.

Antoni has bespoke agencies for all its clients, and currently also runs Antoni Jellyhouse for sweet maker Katjes, and Antoni Boost for pressure washer manufacturer Karcher. There’s also a digital unit, Antoni X, and Antoni White for new ventures.

MAA creative scale: 8

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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