Ola Källenius Teaser Drives Mercedes Benz
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials and Virals
Details
“Ola Källenius Teaser Drives” is a Mercedes-Benz video series in which the CEO personally takes the wheel to showcase new, still-camouflaged vehicles. Authentic and unfiltered, Källenius offers insights into technology, design, and driving experience in short, high-quality episodes – with expertise, enthusiasm, and unexpected humour. Without staging, the series reveals rare perspectives, makes the CEO a brand ambassador, and provides direct, credible access to the brand on YouTube.
The Jury‘s Statement
In the digital automotive market, polished imagery alone is no longer enough; what is needed are formats that create closeness without losing brand definition. Mercedes Benz uses its CEO as a credible voice in product communication and shifts brand leadership into an editorially developed moving image format. The restrained staging, the direct tone and the carefully crafted cinematic execution give the content relevance far beyond the moment of the vehicle teaser. This creates a brand presence that conveys premium as an attitude rather than a claim.
