(AllHipHop News) Luxury automaker Mercedes-Benz is launching the largest content creation campaign in the history of the brand, and it will star Harlem rapper A$AP Rocky.
Benz is launching a campaign to market five vehicles in the company’s compact car family.
The new “Grow up.” campaign is aimed at attracting a younger audience to Mercedes-Benz and focuses on “people caught between the coolness of adolescence and the squareness of adulthood who embody the attitude to life of the new compacts.”
The company teamed with award-winning Director Gustav Johannsen, to create a hub on Mercedes’ website, showcasing real stories of young people, including the highs and lows of their lives.
A$AP Rocky is featured in a spot promoting Mercedes’ CLA class, and tells a previously untold story of how he rose to fame in the music industry.
“‘Grow up.’ is much more than a major campaign about model series. It is a further move forward by the brand as a whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz,” said Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars, outlining the goal of the campaign.
“With ‘Grow up.’, we are reinterpreting traditional values and attitudes towards Mercedes while showcasing their modern-day interpretation and relevance within generations x and y,” Dr. Thiemer said.