Creativity & Beyond

Never stop improving – there’s no stopping the best. La nuova campagna internazionale Mercedes C-Class, featuring Roger Federer

The market launch of the new C-Class is being accompanied by an international campaign from Mercedes-Benz.

The claim Never stop improving for the new generation of this model series is interpreted through images that create visual analogies between the four C-Class models and top athletes.

The 360-degree campaign introduces the complete C-Class family of Saloon, Estate, Coupé and Cabriolet, and will run on the Mercedes-Benz online and social media channels.

The film shows just how much premium vehicles and elite athletes have in common. The film follows the professional tennis player and Mercedes-Benz brand ambassador Roger Federer and the South African star sprinter and Mercedes-Benz brand friend Akani Simbine as they try out some unusual training scenarios. The background score for the ad is made up of rap lines from the German-Ghanaian hip-hop artist Serious Klein.

The tv ad has been created by the agency antoni garage and directed by the French duo We Are From LA (production company Iconoclast Germany). As well as the 75-second long version for use on social media, there will be a 30-second tv spot. There will also be four films, each 15 seconds long, running on social media.

The campaign is complemented by a web special and a series of print motifs.


Client: Mercedes-Benz
Agency: antoni garage

Production Company: Iconoclast Germany
Directors: We Are From LA
Executive Producer: Jan Dressler
Producer: Julian Holland
Directors of Photography: Adolpho Veloso, Bernd Wondollek
Editor: Simon Colin
Post Production: non Berlin GmbH
Music: Surkin
Speaker/Rapper: $erious Klein

Photos: Alex Rank
Post Production: Zerone Hamburg

Web special:
Production: B-Reel Spain