Mercedes’ 2017 campaign "The Encounter," created by BBDO Paris for the French market, positions the brand as a leader in technological innovation through its Mercedes Me services, embedded within a narrative that evokes childhood wonder and mystery. Rather than relying on a straightforward product demonstration, the campaign leverages storytelling techniques drawn from classic fantasy films to create an emotional connection centered around the E Class Wagon. This approach highlights the seamless integration of advanced technology in the vehicle, aiming to shift consumer perception from a purely functional automotive product to a source of fascination and intrigue.
The campaign’s market strategy capitalizes on the insight that audiences respond more deeply to narratives that blend innovation with emotional engagement than to traditional, feature-focused advertisements. By portraying a group of children captivated by their neighbor’s Mercedes, the film appeals to universal themes of curiosity and discovery, which subtly reinforce the brand’s cutting-edge offerings without overt technical exposition. The choice of a short film format released online at the beginning of the year suggests a strategic targeting of digitally engaged consumers seeking meaningful, story-driven content. This approach aligns with luxury automotive buyers’ expectations for both performance and experiential value, positioning Mercedes as both a technological pioneer and a brand that inspires imagination and aspiration. The campaign’s modest engagement metrics reflect a focused niche appeal rather than broad reach, consistent with a premium brand communication tailored to an audience attentive to innovation and narrative depth.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign fits FORMAT#12 because the meta description specifically states that the commercial “skilfully borrows from the codes of fantasy films from our childhood,” highlighting its deliberate use of well-known fantasy movie tropes to frame the Mercedes E Class Wagon and its Mercedes Me services. Rather than following a classic problem-solution arc or focusing on direct demonstration or user imagery, the narrative is designed to evoke a sense of childhood wonder and cinematic nostalgia, wrapping the automotive product in the familiar storytelling devices of a beloved film genre to create intrigue and emotional resonance. By integrating these recognizable narrative structures, the campaign positions the brand within the atmosphere of fantasy and discovery, making the borrowed genre format its primary creative device.
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," focusing on dynamic performance, precision engineering, and driving pleasure. The brand emphasizes sporty luxury, innovation in driving technology, and connected car features, appealing to customers who seek a blend of performance and premium craftsmanship.
2. Audi – Market Positioning
Audi distinguishes itself through its avant-garde design, advanced technology, and quattro all-wheel-drive system. The brand is positioned as a leader in innovation and progressive luxury, targeting sophisticated, tech-savvy consumers who appreciate sleek aesthetics and cutting-edge digital integration.
3. Lexus – Market Positioning
Lexus stands out by prioritizing reliability, customer service excellence, and hybrid technology leadership. The brand offers a blend of luxury and efficiency, emphasizing craftsmanship and a smooth, quiet driving experience aimed at discerning buyers valuing comfort and sustainability.
4. Jaguar – Market Positioning
Jaguar positions itself as a British luxury marque balancing sporty performance with elegant design. The brand highlights heritage, craftsmanship, and a distinct character in design, targeting buyers who desire exclusivity and a blend of tradition with modern luxury.
5. Volvo – Market Positioning
Volvo is recognized for its uncompromising commitment to safety, Scandinavian minimalist luxury, and sustainability. The brand targets environmentally and safety-conscious consumers who value understated design, comfort, and cutting-edge safety technologies in the premium automotive segment.
Q: What is The encounter about?
A: The encounter is a 2017 film campaign created by BBDO Paris for Mercedes, targeting the French automotive market. The campaign centers on a group of children who are mysteriously drawn to their neighbor’s Mercedes E Class Wagon, using a narrative inspired by childhood fantasy films. Rather than a straightforward product demonstration, the film highlights the advanced Mercedes Me services through an emotionally engaging story. Released online to capture New Year momentum, The encounter was produced internally by BBDO Paris to ensure a cohesive creative vision and high production quality, positioning Mercedes as a leader in both innovation and storytelling.
Q: What creative device does The encounter use?
A: The encounter employs FORMAT#12 PARODY OR BORROWED FORMAT, as classified by Clapboard’s 12-format taxonomy. This creative approach involves borrowing the narrative codes and stylistic elements of classic childhood fantasy films to frame the Mercedes E Class Wagon and its Mercedes Me services. Instead of relying on direct product demonstration or user testimonials, the campaign wraps the automotive product in familiar cinematic tropes, creating intrigue and emotional resonance. By leveraging these recognizable storytelling devices, The encounter positions the brand within an atmosphere of fantasy and discovery, making the borrowed genre format its primary creative technique.
Q: What is the campaign proposition for The encounter?
A: The campaign proposition for The encounter is to position Mercedes as a technological innovator whose vehicles inspire fascination and emotional connection, rather than being perceived solely as functional products. By embedding the advanced Mercedes Me services within a story that evokes childhood wonder and mystery, the campaign appeals to digitally engaged, story-driven consumers in the French luxury automotive market. This narrative-driven approach shifts the focus from technical features to experiential value, reinforcing Mercedes’ status as a brand that blends performance with imagination and aspiration, and aligning with the expectations of premium automotive buyers seeking both innovation and emotional engagement.
Q: How does The encounter rank in Clapboard's archive?
A: The encounter 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 category, Mercedes faces competition from several key brands. BMW emphasizes dynamic performance and sporty luxury as the Ultimate Driving Machine, while Audi is known for avant-garde design and progressive technology targeting tech-savvy consumers. Lexus distinguishes itself with a focus on reliability, customer service, and hybrid innovation for buyers valuing comfort and sustainability. Jaguar balances British heritage and sporty elegance to appeal to those seeking exclusivity, and Volvo is recognized for its commitment to safety, minimalist Scandinavian luxury, and sustainability, attracting consumers who prioritize comfort and advanced safety technologies.
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