Roger Federer and Alicia Keys Bring Strong Attitude to Mercedes-Benz S-Class Campaign

'Cares for what matters' is the bold new claim at the core of an extensive 360-degree campaign, featuring global superstars such as Alicia Keys, Lewis Hamilton and Roger Federer. With the campaign launching in December, Mercedes-Benz sets a brand statement matching the spirit of the Christmas season: care about the important things and be there for your loved ones.

This campaign created by Mercedes-Benz and antoni garage breaks grounds within the luxury limousine segment – both in content and look and feel. Sports and entertainment superstars Roger Federer, Lewis Hamilton and Alicia Keys are not classic advertising testimonials. Each of them provides authentic insights into their private lives and personal values in this spot.

We hear newscasters state stereotypical assumptions about celebrities, while on a visual level we see the exact opposite: Roger Federer stays up late to sign tennis balls for his fans. Lewis Hamilton helps a stranger with a broken-down car and looks after his beloved dog, Roscoe. And Alicia Keys makes sure to take care of her family by making time for her sons and mother. The spot calls for people to focus on what matters - whether you're a celebrity or someone like you and me.

"No matter who you are, care for what matters“: an important message and even more fitting in our present time. The TVC was directed by Daniel Wolfe and produced by Berlin production company Anorak. The campaign started in early December 2020 and will be rolled out globally in the following weeks and months.