Mercedes-Benz's Historical Tribute to Strong Women
The new video by Mercedes-Benz tells the story of Bertha Benz, a woman with a pioneering spirit that led to the success of the brand.
An Authentic Brand idea
A great brand is normally backed up by a lot of history. The founders, the story, and the first products, all act as drivers towards greatness and authenticity. Mercedes-Benz is one such brand. Its historical narrative is arguably enough proof of its authenticity.
Photos Courtesy of Mercedes-Benz.
Timely
Mercedes-Benz recently released a film that showcases the roots of its brand idea and how everything began. The film was a surprising and wonderful celebration released in honor of Women's History Month. It depicted the role of Bertha Benz back in 1888 as a major force behind the success of the automobile. She is dramatized as unafraid and wavering in paving new roads for the automotive industry.
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A Pleasant Surprise
Did you know that Bertha Benz drove the first automobile? She covered 65 miles in 12 hours. She not only had incredible guts, but also a lot of confidence in the product. In the film, she tackles the drive with a positive attitude of a trailblazer. At a time when the majority were skeptical about the technology, Bertha understood its potential and was determined to prove its concept. She covered the first long-distance drive from Mannheim to Pforzheim in Germany.
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Focus on Women
In 2015, the She's Mercedes initiative was launched by Mercedes-Benz to arouse the underlying enthusiasm that women had for the Mercedes brand. Currently, women in over 60 countries can exchange their views about the brand at networking events and in online communities. This year, the automaker's EQ technological brand has several discussions and workshops lined up where women will be able to discuss professional as well as personal development.
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Well Told
It's not every day that you get a well-scripted and thought-out film showcasing the story behind a particular brand. The film - which was produced in partnership with the Berlin-based Antoni agency and directed by Sebastian Strasser - portrays Bertha's courage and perseverance.
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Excellent Acting
Instead of saying that Bertha Benz was no ordinary woman, the film shows it. The short clip is like a mini-HBO movie, with a pleasant storyline and excellent yet believable acting. The music follows the gripping pace while infusing some emotion at key points.
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Diversity
Since 2017, Mercedes Benz has been moving away from the traditional "unadventurous old men" customer base. The film is part of an effort to reach out to a younger and more diverse audience. The company's brand videos have spanned into other areas such as career, parenthood, dysfunctional families, and broken hearts. This has been a great way to showcase core values as well as activate a new section of the community.
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The Mercedes Brand Idea
The film doesn't include "The best or nothing" tagline. Perhaps this is because it was meant for the global audience. Nevertheless, it brings out an attitude that shouts "bold". Bertha Benz believed in her husband and the product he was working on. She believed that it could change the world. Well, look at it now.
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