To launch Mercedes-Benz’s new SUV, the Mercedes-Benz GLC SUV, BBDO Beijing has developed a touching campaign redefining the ‘hero’ to demonstrate the GLC as an innovative and pioneering mid-size luxury SUV.
The campaign’s core message is ‘built for the hero in you’, and targets the ‘upgrader’ - consumers who are driven by growing personal responsibility across different life situations.
HERO OF HEROES
The TVC features Li Na, a famous sports star, and heroine to millions, revealing the hero in her heart – her husband Jiang Shan.
“The GLC is endowed with such amazing abilities and features for its class. The phrase ‘With great power comes great responsibility’ sprang immediately to mind, and this is especially relevant to our target audience who are entering the lifestage of responsibility. We wanted to bring a new spin on heroes - the real ones aren't those who stand in the limelight, but the ones who work tirelessly and silently in the background. We asked ourselves, "who are the heroes of the heroes?" Picking up the story of one of China's best loved modern heroes, what we achieved is the first Li Na commercial that actually isn't about Li Na at all”, said Arthur Tsang, Chief Creative Officer, BBDO Beijing.
The campaign will roll-out across China, through television commercials, online video, print and outdoor advertising.
WHO ARE YOUR HEROES?
The main campaign launch was preceded by a teaser video, which ran online. In the video, people from all walks of life were asked the same question – who is your hero? Respondents all initially chose superheroes or celebrities. But, upon reflection, they realized that heroes could be anyone willing to take responsibility for family, friends or their community.