The best or nothing. Different, yet the best.

Booker T. Washington once said: “Excellence is to do a common thing, in an uncommon way”, he must have had Mercedes Benz in mind…

 

For the non-petrolheads, this is how it all began and became.

It was Karl Benz, Gottlieb Daimler and Wilhelm Maybach,  who joined forces to create the illustrious brand we all know as Mercedes-Benz:

  • In 1886 the legendary “Benz Patent Motorwagen” (and described it as ‘A replacement for a horse’) was created which is widely regarded as the very first automobile.
  • Ever since, Mercedes-Benz kept growing in a result of their striving effort to achieve perfection and excellence.
  • Today, Mercedes-Benz is one of the most celebrated names among the top Luxury automobile brands in the world.

Looking at Mercedes and what they’ve achieved over the years, one might think that they’ve carried out their actions according to the famous words of Vince Lombardi: “Perfection is not attainable, but if we chase perfection, we can catch excellence”.

IMG_3373.JPGSource: Own image


Burning Desire

It is not a secret that there has been a certain stigma surrounding Mercedes-Benz and its products in the past; conservative cars driven by the older and more successful members of our communities. But over the past few years Mercedes-Benz has positioned themselves as true risk takers and ground breakers in the automobile industry.

Burning Desire is a fashion campaign that visually encapsulates the CLA’s alluringly unrestrained rebellious streak through all its rousing aesthetic features – leaving any stereotypical boundaries behind.

Source: Own image

“I believe that there is a special kind of beauty to be found in destruction. I wanted to play with emotions, objects, elegance and rebellion, set in a kind of virtual, dystopian world.” – Swedish film and music video director, Christian Larson.

In the campaign the CLA’s exemplary performance, striking sporty design and fierce attitude has been portrayed and further intensified by two powerful individuals and the strength of desire that burns between them.  The CLA shares  British musician, Eliot Sumner, and Austrian model Lucie Von Alten’s rebellious urge to stand out from the crowd.


Uniting the fashion and automobile industries

mercedes-benz-lifestyle-fashion-kampagne-2017-burning-desire-keyvisual-1280x686Source: http://www.mercedes-benz.com

Mercedes-Benz is very unique in their field. They’ve been involved in almost every major fashion platform globally. They’ve managed to establish themselves as a key partner in various fashion events (currently more than 50). Passion, style and ground-breaking designs are what combines these two industries.

Both of these industries use first class technical innovation and attention to execute the finer detail as key factors to ensure their quality of their products.The use of Eliot Sumner and Lucie von Alten forms a beautiful contrast between Dark avant-garde and mysterious beauty which resembles the idea behind the new CLA. Rugged but yet stylish, as beautiful as a Mercedes can possibly be. The contemporary spark in the ‘burning desire campaign’ immediately caught the attention of world famous fashion designer, Marc Jacobs, who then decided to use these two captivating individuals for his own Spring/Summer 2016 campaign.

To top it all off, Mercedes-Benz made use of Swedish born film and music video director, Christian Larson, the missing ingredient, to help create this extraordinary marketing masterpiece.

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Christian Larson and Eliot Sumner.

Source: http://www.mercedes-benz.com

The beauty of this ad-campaign is the fact that they’ve managed to attract the attention of so many different audiences, from fashionistas to film fanatics and all the way through to petrol heads.This describes the image of the CLA in the most fascinating way, leaving the entire motor, fashion and film industries in complete awe.


Burn desire, burn!

giphySource: Created via Giphy.com

Everyone has always had, and will always have a burning desire to be the best, to own the best, and to be known as the best. It evidently makes sense to drive the best, doesn’t it?

And everyone has always had, and will always have, a burning desire to be different. Whether this desire burns inside of you like a box of matches soaked in petroleum, or like a small piece coal carrying a tiny flame, the desire keeps burning nonetheless. It evidently makes sense to drive something different, something rebellious, doesn’t it?

The Mercedes Benz, the best or nothing.

The CLA, different, yet the best.

behind-the-scenes-e1465547868369

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References

https://www.mercedes-benz.com/en/mercedes-benz/lifestyle/fashion/burning-desire/

https://giphy.com/gifs/lWW2cA8f6kJXy

https://i-d.vice.com/en_gb/article/mercedes-benz-capture-the-burning-desire-of-eliot-sumner-and-lucie-von-alten

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