Mercedes-Benz Tap M.I.A And Tommy Genesis For Dreamy Fashion Film

This week, Mercedes-Benz announced the launch of #mbcollective Chapter One, highlighting their new Concept EQ showcar. For its new campaign, the company has tapped musician M.I.A. and her Canadian protégée Tommy Genesis. 

“In a new move for the brand, we wanted to tell a story, about Generation Now and Generation Next,” said Bettina Haussmann, head of branded entertainment Mercedes-Benz Cars. “It’s a story that also introduces the new #mbcollective. Therefore, we invited established talent from the worlds of music, film and fashion and asked them to choose a protégé they believe in and support.”

In an effort to move away from its traditional ad formats, the company has adopted a fresh style. Chapter one of the new campaign showcases M.I.A. and Genesis exploring Mercedes-Benz’ CASE (Connected, Autonomous, Shared & Services and Electric) theme of connectivity and sustainability. The final production is much dreamier than previous Mercedes-Benz spots and has an obvious fashion focus. 

The Generation Now, Generation Next, #mbcollective fashion story has been divided into three chapters, and the future ads will also feature stars alongside their protégées.

Watch the clip above and stay tuned for more from #mbcollective.