Mercedes-Benz is the most mentioned car brand in music history, referred to in 16,415 songs. It has been a status symbol and a fascination for artists around the world for generations across music genres from RnB to funk to pop rock and artists from Janis Joplin, Dire Straits and the Eagles to The Scorpions, Prince, Eminem and Beyoncé.

Clearly, Mercedes-Benz is important to people and team x (Omnicom) has teamed up with Radio Nova and Universal Music France to bring that to the fore with The Iconic Playlist.

On November 7, from 7 am to midnight, on Radio Nova, listeners will discover a brand-new on-air program, composed exclusively of songs referring to the star brand. Chronicles will retrace the history of each piece of music, as well as the deep connection between the artists and Mercedes-Benz. The day will culminate in a special program with rapper Prince Waly. Radio Nova is not just a radio station, it’s a pioneering cultural and musical institution in France.  A musical reference and curator, known for introducing and popularising Hip-hop and other innovative musical genres in French culture.  

Mercedes-Benz has also teamed up with Universal Music France to produce a 2,000-copy limited-edition double vinyl, featuring four sleeve designs designed by team x, representing four musical styles and tracks from artists including Kendrick Lamar, Ella Fitzgerald and Billie Eilish. An exclusive showcase, with the participation of numerous artists, is also planned for the evening of November 28 at the label.

The campaign, imagined and orchestrated by team x, also includes OOH posters in the metro, on Mercedes-Benz and Radio Nova social networks, and in dealerships, where customers will be able to enjoy a selection of tracks from The Iconic Playlist at the wheel of…Mercedes-Benz cars. 

Listen to The Iconic Playlist on Radio Nova, from November 7, here.

Credits  
Client: Mercedes-Benz France 
Head of Marketing Communication Brand & Customer Experience: Aline Cirrode  
Digital Manager: Angélique Touguet 
Head of Events & Partnerships: Clémence Madet 
Events & Partnerships: Lionel Tromeur  

Agency: team x (OMNICOM Group: Proximity), France   
Creative Director: Kurt Novack, Aurélien Plantavin 
Art Director: Ronan Coursin  
Copywriter: Alessandro Cerutti 
Assistant Art Director, Motion Designer: Carla Perret  
Account Lead: Julien Etheredge 
Project Manager: Lucia Landaverde, Héloïse Matte  
Social Media Manager: Héloïse Vincent 
Digital Team: Julien Jenny, Théo Gonot 
General Manager Team x Media: Dorothée Testard 
Business Manager team x Media: Laila Benchekroun 
Lead OPS team x Media: Nice Dubosquet  
Lead Prod OPS team x Media: Stéphanie Gerber 
Art Buyer: Fériel Simon 

Illustration:  
    • Lisett Ledón, “The Rock” and “The Electro” 
    • Dale Edwin Murray, “The Hip Hop” 
    • Pavlov Visuals (Ryan Dean Sprague), “The Soul” 
    • David Oku, “The Reggae” 
    • Levante Szabo, “The Funk” 
    • Quincy Sutton, “The RnB”