A cheeky backseat driver puts the family credentials of the Mercedes-Benz V-Class to the test, in a new campaign by The Royals.

The newly-launched campaign explores the features of the V-Class in an unconventional way.

The Mercedes-Benz V-Class campaign is positioning the eight-seater van as the perfect option for large families by showcasing the vehicle’s luxury and comfort through the critical eye of the passenger – an eight-year-old girl.

Spearheading the campaign is a 60-second film centred around a dialogue between a serious adult and a cheeky young girl, exploring the best features of the V-Class in a playful yet informative way.

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In addition to BVOD and digital video, the campaign consists of social, digital, POS and a partnership with lifestyle website Mamamia, including podcast and editorial coverage.

The tagline ‘Luxury for every age’ hopes to communicate the V-Class’s appeal to both children and parents – with a twist. While parents are meant to appreciate the slick design, 5-star safety and smart technology, kids can fall in love with the electric doors, USB ports and vast roominess.

And in a unique family connection, the colourful, handwritten font used across all campaign executions is the work of the seven-year-old son of The Royals’ executive creative director, Stu Turner.

Blake Vincent, marketing & PR manager at Mercedes-Benz Vans, said: “We loved The Royals’ idea of a competing narrative between an adult perspective and a child’s-eye view from the start. It’s such a fun play on the conventional, serious male voiceover of car ads, while allowing us to explore the V-Class’s features in a memorable and detailed way. The result is just as playful and original as we’d hoped.”

Turner added: “Seeing the new V-Class through the eyes of a child was just a lovely way, we thought, to communicate the modern luxuries and capabilities of the vehicle. While some might see ultra convenient, electric and silent sliding doors, the more discerning passenger sees a space station airlock. We are so excited to see this campaign lift off.”

Omnicom Media Group agency, Foundation defended its Mercedes-Benz media account in Australia back in September last year, while Omnicom beat out Publicis Groupe to win the creative account after automotive giant Daimler finalised its global review.

Watch more:

15’ People – https://vimeo.com/677936050

15’ Storage – https://vimeo.com/677936199

15’ Technology – https://vimeo.com/677936303

CREDITS

Campaign: Luxury for every age

Client: Mercedes-Benz Vans 

Marketing & PR Manager: Blake Vincent

Marketing Specialist: Shivon Raj

Agency: The Royals 

Production company: Truce Films 

Director: Bec Peniston-Bird 

Sound studio: Bang Bang Studios