BBDO Beijing and Mercedes-Benz China launch ‘success isn’t defined by the past’ campaign during the Olympic games opening ceremony

BBDO Beijing and Mercedes-Benz China revealed a new anthem TVC during the launch ceremony of the 2016 Rio Olympic Games. The spot marks a new, energetic tonality for Mercedes Benz, aiming to target a more youthful and dynamic audience with a strong passion for sport and excellence.

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Staying true to the Mercedes Benz mantra of “The Best or Nothing”, the brand captures the spirit of elite competition and sportsmanship, illustrating the truth that success is not defined only by past achievements, but also what one is capable of achieving in the future. By using a wide variety of imagery and styles, from experimental to stock to animation, the spot creates a rich collage that compliments the powerful monologue. Executed in a poetry-slam style, this TVC emulates the energy and excitement of the Olympic Games with the determination and perseverance of athletes.

“With the launch of the games, we saw an opportunity to deliver a timely message of ‘not resting on one’s laurels’ as a fitting representation of ‘The Best or Nothing’ mantra. The TVC aims to inspire athletes and consumers alike to strive for excellence, despite their past achievements”, said Arthur Tsang, CCO of BBDO Beijing.

Credits –

Producer: Elaine Lee