Mercedes-Benz, 4MATIC "4-Wheel Drive"
A campaign to illustrate the superiority of Mercedes-Benz's permanent all-wheel drive system 4MATIC.
You need no longer fear winter thanks to 4MATIC – in fact you don't care. This attitude is portrayed in a humorous way.
In addition to headline focused print ads, the TV commercial "Sunday Driver" features old time rivals Michael Schumacher and Mika Häkkinen driving on snowy mountain roads. Häkkinen, who drives a new E-Class estate, passes Schumacher in a classic SL convertible calling him a Sunday driver. Shortly after that Franz Beckenbauer passes them in a G-Class calling them senior citizens.
Client: Mercedes-Benz, Daimler AG Agency: Jung von Matt AG, Germany Creative Directors: Jacques Pense, Michael Ohanian Copywriters: Michael Ohanian, Norman Scholl Art Director: Andreas Jeutter Graphic Designers: Alexander Wagner, Benjamin Beck Photographer: Igor Panitz Postproduction Print: Recom, Zerone Account Managers: Sven Dörrenbacher, Yves Rosengart, Julia Körte, Nina Jahns Agency Producers: Meike van Meegen, Thomas Nabbelfeld Production Company: radical Berlin Director: Tarsem Producer: Christiane Dressler Director of Photography: Brendan Galvin Editor: Alexander Jurkat Post-Production Company: The Mill, nhb Hamburg Audio Production Company: nhb Hamburg
ADC GERMANY: 2 x Finalist
CANNES LIONS: Finalist