Roger Federer is a Timeless Legend in the New Mercedes-Benz SL Spot
Roger Federer might not be competing for the remainder of 2016, but his absence has ironically remained present throughout this years’ US Open…and he’s not done entertaining his fans and tennis enthusiasts.
To commemorate the launch of the new 2017 Mercedes-Benz SL during the US Open, Mercedes Benz-USA featured long-time ambassador Federer in a new online ad entitled 'Roger Federer and the SL. Timeless Legends.' Except Federer wasn’t cast in the campaign as Federer, per se.
The work, directed by Jeffery Plansker at B-Reel Films, celebrates icons of the tennis world across different decades from the past 50 years including Rod Laver, John McEnroe, Andre Agassi and Björn Borg, paired with a Mercedes-Benz SL from the same era. But the brand did not put Federer in hair extensions and fake chest hair just for fun. Outfitted as players from years past, he drives an SL of similar vintage to demonstrate the enduring excellence of these two timeless legends. The video runs through the decades of Federer as 'the kid,' smashing water coolers and wearing a sweater in the summertime without breaking a sweat. As each of these athletes propelled tennis to a higher level in their respective eras, so too the accompanying Mercedes-Benz SL advanced the automotive world—without quite as much pomade.
Creative Agency: Merkley & Partners
Creative Director: Kirk Mosel
Chief Creative Officer: Andy Hirsch
Group Creative Director: Chris Landi
CEO: Alex Gellert
Senior Producer: Alex Kobak
Account Director: Francesco Deluca
Production Company: B-Reel Films
Executive Producer: Michael McQuhae
Director: Jeffery Plansker
DOP: Neil Shapiro
Producer: Jay Shapiro
Editor: Noah Hertzog
Category: Automotive , Cars