Mercedes’ new executive chariot aims for cool

How do you make a car that looks designed for bloated plutocrats/Russian oligarchs/PPE billionaires look cool? To those people who can afford a new Mercedes S Class.

German agency Antoni Garage rounds up some Mercedes properties – its motor racing world champ Lewis Hamilton, Roger Federer and Alicia Keys. Alicia’s probably the best, using it as a family home on wheels.

Hamilton said in an interview the other day that, off the track, he’s mostly driven around in one of these chariots. Never mind, Antoni Garage makes it more or less hang together. Nicely filmed.

MAA creative scale: 6.

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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.