Portraying inner power

Lobedu Leo Burnett recently produced the new Mercedes-Benz B-Class TVC, "Feel more powerful". As one of the most important releases for Mercedes-Benz this year, the B-Class not only fills the gap and completes the product range between A and C but also aims to attract a younger target market.

"This is the first time that Mercedes-Benz has offered a vehicle for a young, trendy contemporary career-minded segment," says Marethe Gerber, communication specialist from Mercedes-Benz." "It is therefore a perfect opportunity to draw a new consumer base to the Mercedes-Benz brand and in so doing, will hopefully retain a loyalty through the years with our other product offerings."

Explains Vanessa Pearson, executive creative director for Lobedu Leo Burnett, "The TVC follows a day in the life of our hero where strange events slowly start to unfold. It becomes evident that within himself he feels more powerful and this power, which is physical and mental, translates into his everyday life. As the TVC comes to an end, we understand that the car is, in fact, the source which provides his inner power."

The B-Class is available in B 200 CDI and B 200 Turbo, and the story focuses on 'power' within various different levels: