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Mercedes-Benz X-Class 'Tough Conversations'

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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.

Advertiser: Mercedes-Benz Vans

Brand: X-Class

Media Agency

Media Agency: Foundation


Sound Company: Risk Sound

Creative Agency

Creative Agency: The Royals

Copywriter: Lewis Farrar

Art Director: Adam Frazer

Strategist: Michaela Futcher

Planner: Matt Davies

Production Company

Executive Producer: Michael Hilliard and Corey Esse

Director: Christopher Nelius

DOP: Jordan Maddocks

Production Company: FINCH

Producer: Clare McGrath


Music Company: Blessed

Genres: Documentary

Categories: Automotive

The Royals, 4 years ago