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William Armstrong Directs Celebrity-studded Mercedes-Benz SUV Campaign “At Home in Every Terrain”


Mercedes-Benz launches a vibrant, celebrity-studded campaign to showcase its complete range of SUVs, which has been expanded this year to include the all-new GLE, GLE Coupé and GLC vehicles. Created by agency Jung von Matt, the campaign debuts with a visually stunning centerpiece TV spot directed by William Armstrong out of Markenfilm.

Armstrong creates an epic adventure done in artistic brushstrokes, capturing five celebrity ambassadors as they pursue his or her own passions accompanied by their SUV to emphasize the campaign tagline: "At home in every terrain." At the wheel are familiar faces of sports, fashion and adventure: legendary surfer Garrett McNamara, Formula 1 World Champion Lewis Hamilton, show jumping champion Meredith Michaels-Beerbaum, top model Petra Němcová, and adventurer Mike Horn.

Each ambassador is seen excelling at what they do – for example, Garrett McNamara is shown big wave surfing and Meredith Michaels-Beerbaum is captured riding wild horses through the forest. In each vignette, the SUV model plays the ideal counterpart to the lifestyle and environment around them.

The world of each celebrity/SUV pairing is conveyed with a sense of excitement and a decided elegance. A building feeling of drama is engendered in the grey tones and the dark drive of the symphonic score, as Armstrong’s breathtaking images show the lineup of Mercedes-Benz off-roaders blazing trails through sweeping landscapes shot throughout Portugal, Lisbon, Mallorca and Madrid.

William Armstrong is represented by Markenfilm GmbH & Co.KG in the German-speaking markets, and represented by Knucklehead for commercial work worldwide.

Creative Credits:
Client: Daimler AG
Title: SUV-Campaign

Agency: Jung von Matt/ Alster GmbH
Executive Creative Director: Thim Wagner
Creative Director Art: Jonas Keller
Creative Director Text: David Leinweber
Account Manager: Michael Gegner
Head of TV: Christoph Köhler

Production Company: Markenfilm GmbH & Co. KG
Director: William Armstrong
DP: Ekkehart Pollack / Jann Döppert
Executive Producer: Cornelius Rönz
Line Producer: Christopher Manz
Assistant Producer: Lilli Seidel
Service Production: Page International Services (Portugal),
Mamma Team Productions S.L. (Spain)

Post production: Infected Postproduction Hamburg
Producer: Sven Bensemann, Wiebke Warndorf
Editor: Sören Görth
Sound Studio: Infected Hamburg
Sound Engineer: Mikis Meyer
Colorist: Christian Lessner
Flame Artist: Ingo Berends
VFX Artist: Allegra David
VFX Artist: Tjurn Timm
VFX Artist: Markus Gratl
VFX Artist: Simone De Salvatore
3D Artists: Ken Ismono
3D Artist: Reinhard Preissner
Motion Graphics Artist: Sebastian Spitze
Motion Graphics Artist: Apparat Hamburg

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