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Mercedes-Benz, 4MATIC "4-Wheel Drive"

Take winter as it comes. With the permanent all-wheel drive.

 
 

THE CHALLENGE

A campaign to illustrate the superiority of Mercedes-Benz's permanent all-wheel drive system 4MATIC.

THE IDEA

You need no longer fear winter thanks to 4MATIC – in fact you don't care.  This attitude is portrayed in a humorous way.

THE IMPLEMENTATION

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.

 

 
  Headline translation: Get your claws into the road. No the seat. With 4MATIC from Mercedes-Benz.

 

Headline translation: Get your claws into the road. No the seat. With 4MATIC from Mercedes-Benz.

 
  Headline translation: It's wet. It's cold. It doesn't matter. With 4MATIC from Mercedes-Benz.

 

Headline translation: It's wet. It's cold. It doesn't matter. With 4MATIC from Mercedes-Benz.

 
  Headline translation: Technology beats meteorology. 4MATIC from Mercedes-Benz.

 

Headline translation: Technology beats meteorology. 4MATIC from Mercedes-Benz.

 

 

CREDITS

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

 

 

AWARDS

ADC GERMANY: 2 x Finalist

CANNES LIONS: Finalist