The Weeknd Drives Electric in Mercedes Benz Campaign

The Weeknd has collaborated with Mercedes-Benz for the launch of its first electric car, the EQC. An online film starring the Grammy-winning artist and featuring his latest single, ‘Blinding Lights’ launched on 29 November. The Weeknd (real name Abel Tesfaye) gets a CD credit for the film, which is part of the global ‘Enjoy Electric’ campaign including TV, social media and print activations. The campaign kicked off with a teaser film on 25 November.

Mercedes-Benz’ lead European agency antoni garage in Berlin is behind the campaign, which is full of treats for automotive and music fans. Using a series of montages that cut between iconic moments in the brand’s history and its most famous cars - easily recognisable to any hardcore Mercedes-Benz fan - the film zooms through 133 years of automotive history, showing the natural progression from the world’s first automobile to today’s all-electric EQC.

The accompanying TV spot (20, 30, 60 and 140 seconds) and online film were directed by Spanish director Nicolás Méndez from CANADA production company. It was shot on location in Slovenia, Austria and Croatia. The TV commercial is airing in Germany now and internationally over the next few weeks.

"This is a special moment for the entire Mercedes team: with the campaign on the EQC we are entering the era of electric mobility,” says Bettina Fetzer, vice president marketing Mercedes-Benz Cars. "The campaign takes emotional experiences of our customers with iconic Mercedes vehicles and shows how we are reinterpreting them in the electric EQC in the present day. A completely new driving feel, pioneering spirit and sustainable, modern luxury are at the core of our EQC communications."