Apparently, you have to show a high-performance ute doing high-performance things, like whooshing across paddocks and through streams. The Royals and Sweetshop have made that fun. They show the new Mercedes-Benz X-Class V6 ute running away from the paparazzi. It’s a clever way to say this is a high-status car, and that is underlined by the campaign’s tagline with attitude, Let them eat dust.
The spot is running in cinema and on TV.
Diane Tarr, managing director at Mercedes-Benz Vans Australia and New Zealand, explained that the campaign reflects the capability and sophistication of the X-Class V6 in a local way. “This is the third vehicle launch for Mercedes-Benz Vans in less than a year, and the energy of this spot is a reflection of the exciting 12 months we’ve had.
“As a German automotive brand launching a new ute into one of the world’s largest ute markets, it was extremely important that we created a campaign that launches the X-Class V6 into the Australian and New Zealand markets with immense pace and power, showcasing how well it can tackle our local terrain while turning heads at the same time.”
The Royals creative director, Andy Jones, added, “The X-Class V6 is an awesome vehicle, so we were excited when Mercedes-Benz Vans came to us to bring a local campaign to life. Bringing some sophisticated style to the blokey 4×4 ute category was a lot of fun, and we couldn’t have done it without the teams at Mercedes-Benz Vans and The Sweetshop.”
The campaign is supported by digital, print, radio and out-of-home advertising. Let them eat dust continues the theme of an evolved toughness, introduced in The Royals’ Tough Conversations campaign.
Credits
Agency: The Royals
Executive Creative Director: Nick Cummins
Managing Partner: Andrew Siwka
Creative Director: Andy Jones
Senior Broadcast Producer: Brenton Matulick
Senior Planner: Heleen Hidskes
Group Account Director: Clara Tang
Account Director: Jade Mittermair
Production Company: The Sweetshop
Director: Noah Marshall
Producers: Llew Griffiths & Allison Lockwood
Executive Producer: Edward Pontifex
Managing Partner: Wilf Sweetland
DOP: Germain McMicking
Art Director: Jen Waters
Editor: Tim Mauger @ The Editors
Colourist: Tom Poole @ Company 3
Post Production: The Editors Melbourne
Sound: Risk Sound
Casting Director: Allison Meadows @ Mullinars Casting
Music: Level Two Music
Client: Mercedes-Benz Vans Australia & New Zealand
Managing Director: Diane Tarr
Head of Product Management & Marketing: Sabine Wagner
Senior Marketing Specialist: Michelle Reddington
Senior Marketing Specialist NZ: Kirsty McHugh
For more information on The Royals, contact:
Andrea Sophocleous / (+61) 431 989 499
ABOUT THE ROYALS
The Royals are the most interested agency in the world. We are a creative company for modern clients. Fuelled by passion and curiosity, we are continually researching, learning and experimenting. Our clients include Spotify, Google, Sensis, MyState Bank, Intel, Australian Super, Pennytel, Snackbrands, Bakers Delight, Northern Territory Government, and Mercedes-Benz Vans.
