Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

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.


Advertiser: Mercedes-Benz Vans

Brand: X-Class

Creative Agency

Creative Agency: The Royals

Copywriter: Lewis Farrar

Art Director: Adam Frazer

Planner: Matt Davies

Strategist: Michaela Futcher

Media Agency

Media Agency: Foundation

Production Company

Production Company: FINCH

Executive Producer: Michael Hilliard and Corey Esse

Director: Christopher Nelius

DOP: Jordan Maddocks

Producer: Clare McGrath


Music Company: Blessed


Sound Company: Risk Sound

Category: Automotive

Genre: Documentary