Advertising: #YOUDRIVE - a new approach for a new generation Mercedes-Benz
Named ‘#YOUDRIVE’ the campaign for the new A-Class is an industry and social media first. Using Twitter, viewers will drive the action of a three-part story shown this weekend during the commercial breaks in the X Factor. A sneak preview of the new campaign is being launched this week.
The story takes the form of a light hearted cat and mouse caper, during which the hero, a young music star played by the Top Boy actor Kane Robinson, is trying to get to a secret gig, with the help of his female accomplice, actress Wendy Glenn. Meanwhile the authorities are keen to close it down. With several different scenarios filmed, the viewer will have the opportunity to vote via Twitter and steer the action as to which route they should take. Each scenario puts a different twist on the caper – filmed on the streets of Lisbon and Porto, Portugal.
After the event consumers can visit a specially created interactive channel on YouTube, youdrive.com/YOUDRIVE, to view all available films and drive their own A-Class story. There’s even a chance to win a new A-Class for a year, for those who find the date of the secret gig in the film.
The story was directed by London-raised Yann Demange, who also directed Top Boy. Director of Photography for the shoot was Anthony Dod Mantle, with credits to his name including Slumdog Millionaire, 127 Hours, 28 Days Later and Rush, the new film by Ron Howard depicting the life of racer James Hunt.
David George, Marketing Director, Mercedes-Benz UK commented: “The New A-Class represents a new, younger, more dynamic Mercedes-Benz brand, which is reflected in this campaign. It's a modern Mercedes-Benz, that encourages people to do what we know they enjoy; to get involved. In doing so, we hope to really cut through and create a positive, lasting impression on their view of the brand.”
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