Mercedes-Benz X-Class 'Tough Conversations'
For decades, the ute segment has prided itself on the physical characteristics associated with ‘toughness’. Mercedes-Benz Vans and The Royals set out to challenge these stereotypes in the launch campaign for the new Mercedes-Benz X-Class by exploring what toughness means today – with help from iconic punk rocker Henry Rollins.
The integrated content-driven campaign, ‘Tough Conversations’, includes a podcast series, radio partnership, PR, eDMs, social and online content, and a one-hour documentary, which aired on Australian TV in April.
Michael Hilliard and Corey Esse