BBDO Malaysia has helped Mercedes-Benz Malaysia launch their 10th generation E-Class; a luxury sedan that integrates technology with sophistication and art.
The launch campaign involves a series of artworks created to reflect the car’s agility, dubbed a ‘Masterpiece of intelligence’, through the use of long-light exposure techniques. As a result, ‘The Masterpieces of a Masterpiece’ showcase was born.
The work was shot in absolute darkness and stunt drivers had to drift while relying on sheer instinct and experience. Cranes, flame resistant gear and a lot of patience were also required in order to take the perfect shot.
Commenting on launch campaign, Lay Jian Yi, Creative Director at BBDO Malaysia said, “The E-Class is a Masterpiece in its segment – a perfect combination of logic and emotion. In light of that, we wanted to do something that’s more than just a regular car ad; something that evokes emotion.
Every piece of artwork was created using the car, showing off its features. This was a collaborative effort between agency and client, and what started off as a film transcended into a showcase of art."
The first two images were revealed early July, with the rest to launch over the coming weeks.