The fourth and only crossover/SUV member of the highly-successful Mercedes-Benz MFA (Modular Front Architecture) platform family just received its own launch campaign and it's pretty awesome.
Called “Always restless”, the digital campaign revolves around a short movie that is so well made it kind of brought us memories from BMW's short movie initiative from 12 years ago.
There are three major differences between “The forgotten road trip” and “The Hire” though.
First of all, the actor in the Mercedes-Benz GLA short is not even by far as known and as expressive as Clive Owen, but that might not be such a downside.
Second of all, “The Hire” was a collection of eight short films, each directed by a different and highly popular film maker, while “The forgotten road trip” is singular.
Third, last, but certainly not least, the GLA launch movie is in a class of its own when it comes to the way it is being delivered, as it can only be viewed by scrolling an interactive web special which you can find here.
The campaign was designed and realized by Mercedes-Benz's creative agency Jung von Matt, while the interactive movie format is called “mosaic story-telling”, which makes it rather similar to comic books from our point of view.
Alex handled his first real steering wheel at the age of five (on a field) and started practicing "Scandinavian Flicks" at 14 (on non-public gravel roads). Following his time at the University of Journalism, he landed his first real job at the local franchise of Top Gear magazine a few years before Mircea (Panait). Not long after, Alex entered the New Media realm with the autoevolution.com project. Full profile
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