Top Spot of the Week: Directing Duo We Are From LA, antoni garage "Never Stop Improving" For Mercedes-Benz
The market launch of the new Mercedes-Benz C-Class is being accompanied by an international campaign from Mercedes-Benz out of German agency antoni garage. The claim “Never stop improving” for the new generation of successful model series is interpreted through images that create visual analogies between the four C-Class models and top athletes. The best-selling model from Mercedes-Benz has been continually honed. It’s an approach that is also taken by elite athletes, who train day after day to refine and improve their performance.
Directed by the French duo We Are From LA via production house Iconoclast, this anthem 75-second spot follows the professional tennis player and Mercedes-Benz brand ambassador Roger Federer and the South African star sprinter and Mercedes-Benz brand friend Akani Simbine as they try out some unusual training scenarios, such as computer-assisted serve practice or night-time sprint training. Further scenes feature sports such as golf, baseball, swimming and dancing. The background score for the ad is made up of rap lines from the German-Ghanaian hip-hop artist Serious Klein.
Client Mercedes-Benz Agency antoni garage, Berlin Production Iconoclast Germany We Are From LA, directors; Jan Dressler, exec producer; Julian Holland, producer; Adolpho Veloso, Bernd Wondollek, DPs. Postproduction non Berlin GmbH Simon Colin, editor. Music Surkin $erious Klein, speaker/rapper.