Mercedes Benz: Life gets big! The international campaign of the new Mercedes Benz T-Class

Room for the whole family – with up to three child seats in the rear seat. Plenty of cargo space for leisure and sports enthusiasts. Sliding doors allow for quick boarding and alighting and flexible loading options. When life gets bigger, the new T-Class is ready and waiting. The international campaign for the new premium small van is a fun and creative demonstration of how it combines great use of space and functionality with style and comfort.

One child, two children or even more? A dog or a little puppy after all? Do you just want to load your car with a bike, surfboard or dinghy? With plenty of space and great flexibility, the new T-Class offers families and active leisure enthusiasts a whole new range of options^[1].

Anja Gutmann, Head of Marketing Communication & Marketing Operations Europe Mercedes-Benz Vans: “The Life Gets Big! is an impressive demonstration of what characterizes our new T-Class: it is the ideal companion for anyone who needs a lot of space, but also values ​​design, safety, comfort and versatility. With this campaign, we want to generate enthusiasm for the newest member of our Mercedes family – with particular attention to detail, even in the smallest assets.”

The exciting campaign ad which has been produced in both 60-second and 30-second film form as well as numerous other formats brings the van’s many possibilities to life and depicts the enthusiasm of its occupants during an exciting journey through the city in two vehicles.

With a new version of his hit “Can you do this?” with his chorus “I can do that!”, American superstar Aloe Blacc provides the catchy melody to accompany the ad – complete with actors and even dogs sing with her.

The optimistic spirit also characterizes the print campaign. The high-quality images present the vehicle as well as the people into whose lives the new small van fits perfectly. In addition, communication also uses a variety of entertaining online and social media assets.

International life is getting big! was developed by the leading agency of Mercedes-Benz Vans PREUSS UND PREUSS Berlin/Stuttgart. The campaign spot was produced by Element E, directed by Bernd Faass. The photographers for the print campaign were BAM Photographers in collaboration with post-production “Digitales Leben”.

About the Mercedes-Benz T-Class

With the new T-Class, Mercedes-Benz brings comfort to the growing segment of private vans while offering anyone who needs a lot of space an attractive entry into the world of the star brand. This completely new model combines multifunctionality and large space with top-of-the-range equipment. Even standard equipment includes

the intuitive MBUX infotainment system with 7-inch touchscreen and smartphone integration, multifunction steering wheel with Touch Control buttons, climate control and KEYLESS Start. Wide-opening sliding doors on both sides of the vehicle allow comfortable access to the rear passenger compartment. The choice of materials also reflects the true premium character. Two ranges of equipment are available to further enhance the appeal of high quality. The extensive standard equipment, which includes driver assistance systems and seven airbags, contributes to the high level of safety of the T-Class.

^[1] A luggage safety net is available as an option.