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Launch of the new CLA Coupé: with the slogan "Follow your rules".



The launch of the new CLA Coupé will be accompanied by a Mercedes-Benz emotional film, which can now be seen on the Mercedes-Benz YouTube channel. The five minutes tell a story of youth and adulthood, of modesty and nonconformity. In a fictitious internal dialogue, a young adult, looking back, faces the dreams and desires of his younger self. "Follow your rules." It is, therefore, the message of the new CLA Coupé. In addition to the campaign, the Mercedes-Benz brand wants to encourage people to follow their inner voice and do the important things in life individually.

"A unique car for exceptional people – that's how we see and showcase the new CLA Coupé." The film speaks the language of a young, self-confident group that wants to stay true to itself, "says Bettina Fetzer, marketing director at Mercedes-Benz Cars . "We focus more on entertainment than on classical advertising. The film is dynamic and emotional without taking it too seriously."

CLA drivers are considered individualists. Creativity, aesthetic expression and a sense of self-determination about one's own life are of the utmost importance to her.

The star takes: New Instagram filter exclusively for the CLA campaign

As the first car brand, Mercedes-Benz is able to immerse itself virtually in an imaginary CLA world and shape it according to its own rules with the Instagram Increased Reality (AR) filter created for the CLA campaign. #PlayByYourRules, The filter is inspired by the typical neon lights of the Japanese metropolis Tokyo, the location for the photographic production of the CLA campaign print motifs. below #PlayByYourRules Star brand fans and social media users are invited to take part in the campaign and try out different filter variants in a playful way. The only requirement is the Mercedes-Benz Instagram bill @mercedesbenz and then to select the AR filter in its own filter tray.

The film was directed by François Rousselet. He is currently one of the most creative minds in music videos and commercials. Rousselet worked with Kanye West, Madonna, Depeche Mode, Snoop Dogg, Pharrell and Jack White. For his work, he was awarded the MTV Music Award and the World Music Award.

Accidentally, the footage of the film is accompanied by the song "Just like honey" by the Scottish rock band "The Jesus & Mary Chain". In addition to the long version of the movie will be shown in a 30 second version. It is part of an integrated marketing campaign for the new CLA Coupé, which premiered world premiere on January 8, 2019 at CES in Las Vegas. The campaign and all information about the CLA Coupé can be found at: https://www.mercedes-benz.com/cla.

The photos of the advertisement motives were produced by CG Watkins in Tokyo. The fashion photographer based in Paris is heavily influenced by the subculture of skateboarding and music and is characterized by his progressive photography style. He has worked in international magazines known as i-D, Dazed & Confused and brands such as Kenzo, Nike and Adidas.

Source: Daimler AG


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