"For decades we've been experimenting with alternative powerplant vehicles – from the days we invented the diesel more than 70 years ago – but for the first time it seems like the market is ready for these vehicles and this campaign showcases our portfolio and our direction," said Stephen Cannon, vice president of marketing for MBUSA.
The automotive company readied a 30-second spot for the Oscars called “Tree of Innovation” in which it highlights several environmentally friendly breakthroughs the German brand introduced throughout its existence.
"The challenge was to create a spot that could reflect both the environmental qualities of Mercedes and their technological leadership ... and do that in single spot. We think the combination of the lush environment with the high-tech screens surrounding the S400 does that," said Alex Gellert, partner and CEO of Merkley & Partners (New York), MBUSA's lead agency and creator of the campaign.
The Mercedes-Benz S400 Hybrid is the world’s first production vehicle powered by lithium-ion, which gives it superior charging capacity over conventional batteries. The spot will also feature the E320 BlueTEC model that was awarded the "World Green Car of the Year" and will then present Mercedes’ entire BlueTEC fleet.
The Academy Awards are one of the most sought-after promotional opportunities for automakers due to their consistent reach of high public interest. This year the movies battling for the Best Picture award are: Avatar, The Blind Side, District 9, An Education, The Hurt Locker, Inglourious Basterds, Precious, A Serious Man, Up and Up in the Air.
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