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'Cinderella' Stars Camila Cabello and Billy Porter Celebrate and Inspire Individuals for Mercedes-Benz

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Mercedes-Benz Joins with Amazon Prime Video and Merkley + Partners to amplify powerful stories and highlight strong individuals through a series of activations

'Cinderella' Stars Camila Cabello and Billy Porter Celebrate and Inspire Individuals for Mercedes-Benz

Mercedes-Benz announced today that they are joining forces with Amazon Prime Video and their highly anticipated film, ‘Cinderella,’ to launch a campaign that celebrates strong individuals and promotes female empowerment. Committed to inspiring, connecting, and encouraging one another, Mercedes-Benz will support this initiative by amplifying powerful stories, highlighting the importance of community and creating support systems. The campaign launches today and will feature a television commercial, exclusive online content and a livestream event, all of which highlight the incredible cast and crew. 

Premiering September 3rd on Amazon Prime Video, ‘Cinderella’ is a musically driven bold new take on the traditional story. The heroine, played by Camila Cabello, is an ambitious young woman whose dreams are bigger than the world will allow. Mercedes-Benz tapped the film’s lead actors, Cabello and Billy Porter, who plays the Fabulous Godmother or ‘Fab G,’ to join the Mercedes-Benz family as the brand’s newest ambassadors. 

“Cinderella is a musically-driven bold new take on the traditional story you grew up with,” says Ukonwa Ojo, CMO of Amazon Prime Video. “We are excited to join forces with Mercedes-Benz to launch a campaign that celebrates strong individuals and promotes female empowerment. Our heroine (Camilla Cabello) is an ambitious young woman whose dreams are bigger than the world will allow, but with perseverance and the help of her Fab G (Billy Porter), she makes her dreams come true.”

Inspired by the film, Mercedes-Benz collaborated with its agency, Merkley + Partners, director Rachel McDonald of Biscuit Filmworks, and a primarily female cast and crew, to create a new television commercial which aims to encourage women to rewrite the roles they were told to have in the world. Placing innovation at the forefront, Mercedes-Benz is showcasing the amazing talent behind ‘Cinderella’ who are breaking the mold and leaving their mark. Launching today, the commercial stars Cabello, ‘Cinderella’ director and writer Kay Cannon and producer Shannon McIntosh. The spot also features the Mercedes-Benz G-Class which is known for its iconic design and exceptional performance. The commercial, which highlights the collaboration of strong, inspirational women who are shattering the glass ceiling, will go live digitally on August 2nd and run-on network and cable channels beginning August 23rd. 

“Playing Cinderella, a character that I have loved since I was young, is a dream come true,” said Camilla. “I’m honoured to reimagine this character in a relevant way and work with Mercedes-Benz to encourage females to dream big. I was thrilled to create this campaign with an incredible group of strong women and hope that it will inspire women everywhere to take their future into their own hands.” 

As part of the collaboration, Mercedes-Benz will invite fans to tune in for the ‘Dressed for a Dream’ livestream fashion show on Saturday, August 28th at 4:00pm PST/ 7:00pm EST on mbusa.com/dressed-for-a-dream. Pre-registration will open today via the event landing page. Hosted by Porter along with Actress Jamie Chung, the show will feature individuals who come from diverse backgrounds and have inspiring success stories. These ‘Everyday Ella’s’ have stories to tell, people to inspire and runways to walk as they model looks from the highly anticipated ‘Cinderella’ film. Additionally, the ‘Inside Ella's Closet’ content piece will provide a special behind-the-scenes look at the costumes from the film and will showcase Ellen Mirojnick, the film’s costume designer and Mercedes-Benz brand ambassador, discussing the captivating style that embodies Cinderella’s empowering spirit. 

“It’s about time we see a modern-day representation of Cinderella,'' said Billy. “I want to change the world and encourage people to believe that they can be whoever and whatever they want to be, as long as they stay true to themselves. I’m excited to work with Mercedes-Benz on this campaign where the message of individuality is at the forefront as we empower aspiring girl bosses everywhere to embark on their own journey to the top.”

Inspired by Cinderella and the Fabulous Godmother, Billy worked with Mercedes-Benz to design a custom orange and gold glitter ‘chariot’ influenced by his stylish inspiring character both on and off the screen. The ‘chariot,’ which is a Mercedes-Maybach S560, boasts massage chairs, first-of-its-kind technology, a sparkling customised wrap to showcase ‘Fab G’s’ vibrant colour palette and other unique elements. The magical chariot will be revealed on August 2nd with a video that highlights Porter’s grand and glorious style in this modern fairytale.

“We’re proud to collaborate with Amazon Prime Video on the reinvention of this classic film, which is set to redefine the magic that is ‘Cinderella’ and inspire all generations of women around the world,” said Monique Harrison, GM, head of brand. “Mercedes-Benz will continue to amplify powerful stories, showing women and girls everywhere that they are truly capable of shattering the glass ceiling.”

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Agency

Advertising Agency: Merkley and Partners

CEO/Partner: Alex Gellert

Chief Creative Officer: Andy Hirsch

Creative Group Head: Max Godsil

Creative Director: Gabi Hastings

Director of Broadcast Production: Gary Grossman

Senior Producer: Alex Kobak

Director of Business Affairs: Pam Carden

Chief Client Officer: Cynthia Davis

Puleo- EVP/ Group Account Director: Lisa Mannarelli

Group Account Director: Beth Liss

Account Supervisor: Ethan Nadel

Assistant Account Executive: Peter Gangi

Director Art Production: Bev Don

Art Producer: Kristin Palmeri

Production

Production Company: Biscuit Filmworks

Director: Rachel McDonald

Partner/Managing Director: Shawn Lacy

Executive Producer: Holly Vega

Producer: Maury Strong

Post Producer: Shayna Rubin

Edit

Editorial/Post: Rock Paper Scissors

Editor: Lauren Dellara

Executive Producer: Eve Kornblum

Brand Experience

Brand Experience Marketing: Engine Shop

CEO: Chris Handy

Executive Vice President: Jimmy Cundiff

Account Director: Emily Declusin

Account Director: Rory Stewart

Senior Graphic Designer: Lindsay Abken

Stills

Still Photography: Lisa Linke

Genres: People, Dialogue

Categories: Automotive, Cars

Merkley+Partners, Mon, 09 Aug 2021 15:15:02 GMT