We highly doubt that Lewis Hamilton is in need of a payday. The F1 champ inked a lucrative deal to stay with the Mercedes AMG Petronas Formula One Team, which thrust him into the upper echelons of highly paid sports stars.
His employer, Mercedes-Benz, has roped him into a vibrant and celeb-infused storytelling campaign to spotlight its SUV family, which is being completely revamped this year and expanded to include six models. The carmaker is soon to launch the new GLE, GLE Coupé and GLC vehicles and is running the campaign on TV, print and online, as per below.
Pro surfer Garrett McNamaram, model Petra Němcová, show jumper Meredith Michaels-Beerbaum and adventurer Mike Horn are also featured in the campaign, depicting “the world of each SUV”.
"We are consciously adopting a new approach for the SUV campaign. Instead of advertising individual vehicles separately, we are presenting the entire family of Mercedes off-roaders,” explained Dr Jens Thiemer, VP of marketing for Mercedes-Benz Passenger Cars.
“We will be telling exciting stories and creating emotional visual worlds which show each vehicle in its perfect environment – always flanked by the other family members. At the same time the campaign will familiarise people with our new SUV nomenclature.”
Show jumper Meredith Michaels-Beerbaum opts for the GLE
Adventurer Mike Horn posing with the G-Class
Professional surfer Garrett McNamara and the GLA