Mercedes-Benz is a symbol of strength, aspiration and achievement in Thailand. It inspires dreams of prosperity and success. And many people therefore have the name, Benz, either as their first name or a nickname.
Names can be very long in the Thai language so it’s common for Thai people to be known by their nickname. English names have begun to blend into this tradition, resulting in names like Pancake (a famous Thai actress) and Nescafe (a renowned Thai singer), but one name reigns supreme and that’s Benz, with its wealth of connotations.
“In Thailand, believe it or not, everybody must have at least one Thai friend named Benz, noted Thasorn Boonyanate (Pete), chief creative officer at TeamXThailand.
Mercedes-Benz Thailand and BBDO’s TeamXThailand, have turned this Thai habit into a campaign called Icon of Inspiration. It delves into the stories behind the Benz names in a four0minute film directed by Benz – Thanachart from Salmon House, that range from Carl Benz’s pioneering spirit to the dream of owning a Mercedes-Benz.
Each story is a testament to the enduring legacy of the famous brand.
The campaign has already captured the eyes of millions, with viral distribution within just 48 hours amassing over 2 million views, 2.5K shares, 18K likes, and 1.5K comments. The campaign will also invite attendees into the inspiration that gave birth to Benz stories at the Thai Motor Show 2024 – with exclusive interviews with Benz bearers and displays celebrating the brand’s heritage. A special highlight will be Benz – Thanawat, an artist known as Bloody Hell Big Head, unveiling a design under the concept of Icon of Inspiration at the Mercedes-Benz booth.
Credits:
Agency Credit: TeamXThailand
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Pratchya Vilaipol
Art Director: Peera Liangjai
Copywriter: Prame Poosoontornsri
Business Directors: Sirimanat Runghirunsku, Arunee Rueangwattanaporn
Account Director: Anna Chuapramong
Account Executive: Thanyamas Chanchaiwat
Project Manager: Kanokwan Kaewkern
Producer: Paramee Soontornwuttinun
Production House: Salmon House
Director: Thanachart Siripatrachai (Benz)
