For the seventh member in the SUV family, Mercedes-Benz is launching a campaign starring Spanish chef Dabiz Muñoz, who has earned three Michelin stars, and the new GLC Coupé. This is where exciting contrasts meet in a web film. Showcasing the best of both worlds: like the new GLC Coupé which combines the striking looks of an SUV with the dynamic elegance of a coupé, Spain’s culinary enfant terrible blends extraordinary aspects of Asian and Mediterranean cuisine to create extravagant new taste experiences. The web film shows why the GLC Coupé is the ideal vehicle for the life world and passion of one Dabiz Muñoz. The film forms part of the international SUV “In its element on any terrain” umbrella campaign, which has been running since Autumn 2015. The online activities will be accompanied by print visuals depicting the Coupé in a creative, urban setting.
Anyone wishing to take a look behind the scenes of this film production where attention to detail was writ large can also find exclusive pictures showing the making of at www.mercedes-benz.com/suv_glc_coupe, along with further information and bonus material. To attract attention on social media the campaign will be supplemented by a 15-second Instagram film and other social media posts. Three different banner formats round out the campaign by presenting the benefits of the new GLC Coupé in a surprising way. The campaign is intended to appeal to an urban, predominantly male, target group who are in the prime of life. For them, their car is an expression of their individual lifestyle. They are trendsetters with a strong appreciation of luxury and design. The antoni agency is responsible for designing and implementing the campaign.
Film with Dabiz Muñoz:
Source: Daimler AG