| Title | BABY |
| Brand | DAIMLER |
| Product/Service | MERCEDES-BENZ F015 |
| Category |
A08. Use of Licensed or Adapted Music |
|
Entrant Company
|
JUNG von MATT Stuttgart, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
|
Production Company
|
CZAR.DE Hamburg, GERMANY
|
Credits
| Matthias Hess |
Jung von Matt AG |
Creative Director |
| Sven Kratzsch |
Jung von Matt AG |
Creative Director |
| Boris Noll |
Jung von Matt AG |
Art Director |
| Rico Noël |
Jung von Matt AG |
Art Director |
| Michael Maria Morgenbesser |
Jung von Matt AG |
Copywriter |
| Simon Fürst |
Jung von Matt AG |
Intern/Copy |
| Darek Stöhr |
Jung von Matt AG |
Account Director |
| Christoph Köhler |
Jung von Matt AG |
Agency Producer |
| Nico Maronn |
Czar |
Producer |
| Nabil |
Czar |
Director |
| Danny Heele |
Czar |
DOP |
| Taylor Cohen |
Czar |
Creative Producer |
| Constantin von Seld |
Czar |
Editor |
| Daniel Devea |
Harvest Postproduction |
Clourist |
| Troy Miles |
White Horse Music |
Music Interpreter |
| Ian O’Brian Docker |
White Horse Music |
Music Interpreter |
| John Lennon |
The Beatles |
Songwriter/Composer |
| Paul McCartney |
The Beatles |
Songwriter/Composer |
The Campaign
The Mercedes-Benz F015 is the company’s vision of autonomous driving. As the concept car drives by itself, it turns car time into quality time. Time that can be spent for yourself – and your loved ones.
Set to a re-interpretation of the legendary track „Drive My Car“ by The Beatles, the ad tells the story of a dad taking his son for a spin in the F015 in order to get the toddler to fall asleep. They go on the ride, but the baby stays wide awake. When the chorus starts, we see that the baby is sitting on the driver’s seat, while the car drives by itself – in the back seat, we see the father falling asleep. The message at the end: Changes everything. Our vision of autonomous driving.
Creative Execution
The original song, „Drive My Car“ by The Beatles, is a song worldwide associated with lightheartedness and leisure. An emotional re-interpretation of the song perfectly emphasized the ad’s storyline and our message: The vision of autonomously driving cars, turns travel time into quality time – and even babies can drive cars.