Mercedes-Benz Say The Word

  • EMOTION INTO ACTION SCORE 80.71
  • YEAR 2019
  • Parent company Daimler AG
  • AGENCY Merkley & Partners
  • CATEGORYAutomotive
  • REGION North America
  • COUNTRY United States
  • MEDIUM TV Short
  • LENGTH 60s

Our Opinion

Car ads are often great at working out a creative and fun way to show off a new product benefit – think VW’s great “Laughing Horses” commercial, for instance. With the rise of on-board AI, new benefits are coming thick and fast – this ad turns Mercedes’ voice control capabilities into a comic, wish-fulfilment fantasia which clearly resonated with viewers. A 4-Star ad and the night’s top car commercial.