10 February 2020
10 February 2020
Grammy award-winning R&B artist The Weeknd stars alongside the first production electric vehicle from Mercedes-Benz, the EQC, in a special campaign that not only looks forward to an exciting all-electric future, but also casts a respectful glance at the company’s storied past.
The “Enjoy Electric” campaign celebrates the arrival of one of the most momentous vehicles in the history of a global marque that has been a pacesetter of innovation, development and progress since it patented the world’s first motor vehicle in 1886.
The Mercedes-Benz EQC, a family-size SUV, was recently crowned Car of the Year by Wheels Magazine, the world’s longest-running annual contest to choose a car that is the cream of the crop in Australia. Over many rigorous rounds of testing, the EQC impressed judges with its well-resolved electric drivetrain, providing a polished driving experience combined with the safety and premium touches of luxury and refinement for which the brand is renowned.
The video campaign features The Weeknd, who is notified via app that the vehicle's battery is charged and the EQC is ready to go. The ornate set design puts the viewer in past times and makes its star reminisce - always connected with extraordinary Mercedes vehicles and the feeling of pure life enjoyment.
As well as being the star of the film, the Global Diamond Certified R&B star co-developed the campaign as its Creative Director.
"This is a special moment for the entire Mercedes team,” says Bettina Fetzer, Vice President Marketing, Mercedes-Benz Cars. “With the campaign on the EQC we are entering the era of electric mobility.
"The campaign takes emotional experiences of our customers with iconic Mercedes vehicles and shows how we are reinterpreting them in the electric EQC in the present day.
"We are delighted about the collaboration with Abel Tesfaye, better known as The Weeknd. The cooperation was inspiring and gave us lots of new and creative impetus. Abel's talent as the creative director and performer is the right combination for this unique Mercedes moment on the road to an electric future."
You can find out more about the Mercedes-Benz EQC here.
By Steve Colquhoun