#mercedesbenz #mercedes #mercedeselectric #mercedesbenzsafety #carsafety
Campaign concept
- Safety is an essential part of Mercedes-Benz's DNA and has always been one of the company's self-imposed responsibilities. The company has shaped modern vehicle safety with its innovations and is still a pioneer in this field today. The brand with the three-pointed star uses this new campaign to demonstrate its claim to building the safest vehicles in the world.
- The new campaign “Defining Electric Safety” focuses on the safety features of the all-electric Mercedes-Benz models. Mercedes-Benz is therefore continuing the communication from autumn 2023, which showed a pioneering frontal crash between two EVs (the EQA and EQS SUV) in public for the first time worldwide.
- The campaign illustrates a situation that could have led to a head-on crash if the assistance systems had not prevented the driver from leaving their lane. In another case, the driver of a crossing vehicle sneezes and accidentally crosses the stop line. Thanks to autonomous emergency braking, the Mercedes-Benz vehicle is able to avoid the probable accident and so protects all road users.
- A small distraction; a little inattention – and a dangerous situation can arise on the road. In such a case, the assistance systems from Mercedes-Benz can help to defuse the situation. This capability is impressively demonstrated by the “Defining Electric Safety” campaign.
- The colour orange dominates the imagery of the campaign. For over 60 years, Mercedes‑Benz crash test vehicles have been painted in this distinctive colour and are associated with safety.
- “Defining Electric Safety” is presented with an impressive fusion of real crash-test images and computer-generated footage. This creates a minimalist aesthetic that is all the more striking.
- The global social-media campaign about the safety of electric vehicles is launched on the Mercedes‑Benz social media channels under #allforsafety.
- In addition to a variety of assets, such as stills and videos of different lengths, “Defining Electric Safety” includes a campaign film.
