Mercedes-Benz Film Never Stop Improving by Antoni Agency

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Never Stop Improving

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Industry Cars
Media Film
Market Germany
Agency Antoni Agency
Chief Creative Officer Matthias Schmidt
Executive Creative Director Marcell Francke, Tilman Gossner
Creative Director Nuno Marcelino, David Kauder, Katharina Matthes, Sebastian Lyman, Lucas Schneider, Sven Rumpf, Patricia Scheder
Art Director Catharina Sonnenberg, Hazel Ryalls
Junior Copywriter Daniel Antonius, Luca Haußler
Production Iconoclast
Director We Are From La
Released July 2018

Credits & Description

Media: TV
Category: Automotive
Client: Mercedes-Benz
Agency: antoni GmbH, Germany
Production: Iconoclast
Directors: We Are From LA
Country: Germany
Chief Creative Officer: Matthias Schmidt
Executive Creative Director: Marcell Francke
Executive Creative Director: Tilman Gossner
Creative Director: Sven Rumpf
Creative Director: Sebastian Lyman
Creative Director: Nuno Marcelino
Art Director: Catharina Sonnenberg
Art Director: Hazel Ryalls
Creative Director/ art director: Katharina Matthes
Creative Director/ art director: Patricia Scheder
Creative Director/ art director: Katrin Harten
Creative Director/ art director: Lucas Schneider
Creative Director/ writer: David Kauder
Producer: Mark Rotá
Account Managers: Jan Golchert, Lena Bodin
Junior Copywriter: Daniel Antonius, Luca Häußler
Executive Producer: Jan Dressler
Producer: Julian Holland
Directors of Photography: Adolpho Veloso, Bernd Wondollek
Editor: Simon Colin
Post Production: NON Berlin
Music: Surkin
Speaker / Rapper: $erious Klein
Published: July 2018
The new Mercedes C-Class is the sportiest in its class. antoni’s campaign focuses on the one thing the C-Class and athletes have in common: Never stop improving, say the creatives from Berlin. Instead of showing the alleged masculinity of a sports car through car shots with burning wheels on race tracks, antoni puts the human in the spotlight. The centrepiece of the campaign is a spot starring Roger Federer, Akani Simbine and other athletes showcasing the intensity of always getting better. antoni GmbH, Germany, created a level of authenticity within the spot, showing Roger Federer alongside others actually suffering from their intense training while becoming the best in their discipline, which goes beyond Roger Federer’s nice guy image, but instead giving him an edgy appearance never seen before.