Mercedes-Benz’s “Chosen Family” campaign positions the brand as more than a vehicle manufacturer; it emphasizes the car as a chosen companion on life’s journey, reinforcing a message of inclusion and support. By aligning its brand proposition with themes of personal identity, community, and belonging, Mercedes conveys that it understands and celebrates diverse experiences, positioning its vehicles as enablers of connection and self-expression. The campaign's timing during Pride Month and its direct acknowledgment of the LGBTQ+ community demonstrates an intentional embrace of social values that resonate with contemporary cultural conversations.
Strategically, the campaign leverages the emotional insight that modern consumers seek validation of their identities and relationships, which go beyond traditional definitions of family. The creative angle of "Chosen Family" taps into the evolving concept of family and belonging, a narrative relevant to diverse audiences, particularly within the LGBTQ+ community. By situating the brand as a supportive presence in these personal journeys, Mercedes effectively targets consumers who value authenticity and inclusivity alongside luxury and performance. The use of digital platforms, including YouTube and social media, further enables direct engagement with these audiences, fostering a sense of community under the hashtags #MBFamily, #LGBT, and #pride. The campaign’s modest viewership and engagement figures suggest a focused, niche approach rather than a broad mass-market appeal, reinforcing the strategic choice to prioritize meaningful connection over scale.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign, “Chosen Family” by Mercedes-Benz USA for Pride Month, leverages imagery and messaging focused on community, inclusivity, and identity, aligning the brand with values important to the LGBT audience. There are no overt narrative story arcs, problem-solution reveals, testimonials, or competitive comparisons; instead, the ad associates the Mercedes vehicle with moments and journeys shared by diverse, chosen families. The product becomes a backdrop affirming relatable aspirations and inclusivity, not the explicit driver of a story’s resolution.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. BMW – Market Positioning
BMW positions itself as “The Ultimate Driving Machine,” emphasizing performance, driving pleasure, and precision engineering. The brand blends sporty dynamics with luxury, targeting customers who seek a fun-to-drive experience combined with sophisticated design and advanced technology in the premium automotive segment.
2. Audi – Market Positioning
Audi differentiates itself through its focus on advanced technology, modern design, and quattro all-wheel-drive systems. The brand markets a blend of innovation, luxury, and progressive styling, appealing to tech-savvy consumers who value performance, digital connectivity, and cutting-edge interiors.
3. Lexus – Market Positioning
Lexus positions itself as a luxury brand known for impeccable craftsmanship, reliability, and comfort. It targets buyers desiring premium quality combined with smooth performance and exceptional customer service, often distinguishing itself through hybrid technology leadership within the luxury vehicle market.
4. Tesla – Market Positioning
Tesla is positioned as a pioneer in electric mobility and sustainability, combining luxury with zero-emission electric powertrains. The brand appeals to forward-thinking consumers who prioritize innovation, autonomous driving features, and a modern vision of the future of transportation.
5. Cadillac – Market Positioning
Cadillac emphasizes bold American luxury with distinctive design and strong performance. The brand focuses on blending traditional luxury with modern technology and aggressive styling, targeting buyers seeking a unique, confident alternative in the premium auto market.
Q: What is Chosen Family about?
A: Chosen Family is a professional campaign created for Mercedes by the agency The Mixx, launched in the United States in 2018. The campaign centers on a film that aligns with Pride Month, emphasizing themes of inclusivity, personal empowerment, and community within the automotive sector. Rather than focusing on product features, Chosen Family positions the Mercedes vehicle as a companion on life’s journey, celebrating the diverse experiences of the LGBTQ+ community. Through emotive storytelling and a warm, inclusive narrative, the campaign fosters a strong emotional connection, reinforcing Mercedes-Benz’s commitment to supporting and embracing all drivers.
Q: What creative device does Chosen Family use?
A: Chosen Family employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative approach centers on showcasing user profiles that the target audience can relate to or aspire to, rather than relying on overt narrative arcs or testimonials. The campaign associates the Mercedes vehicle with moments and journeys shared by diverse, chosen families, using relatable imagery and messaging to affirm aspirations and inclusivity. The product serves as a backdrop for authentic human stories, allowing the audience to see themselves reflected in the brand’s values and community.
Q: What is the campaign proposition for Chosen Family?
A: The campaign proposition for Chosen Family is to position Mercedes-Benz as more than a vehicle manufacturer, but as a chosen companion on life’s journey. By aligning with themes of personal identity, community, and belonging—especially during Pride Month—Mercedes speaks directly to consumers who value authenticity, inclusivity, and self-expression. The campaign’s strategic focus is on validating diverse relationships and evolving definitions of family, particularly within the LGBTQ+ community, reinforcing the brand’s role as an enabler of connection and a supporter of modern cultural values in the premium automotive market.
Q: How does Chosen Family rank in Clapboard's archive?
A: Chosen Family holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance, as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Mercedes's category?
A: In the premium automotive segment, Mercedes faces competition from BMW, which emphasizes performance and driving pleasure as the ultimate driving machine; Audi, known for advanced technology, modern design, and progressive styling; Lexus, which stands out for its craftsmanship, reliability, and hybrid technology leadership; Tesla, a pioneer in electric mobility and innovation; and Cadillac, which blends bold American luxury with modern technology and distinctive design. Each competitor brings a unique positioning that shapes the landscape in which Mercedes operates.
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