Mercedes' mirthful meta spot

Mercedes-Benz – World Premiere Of The New GLC Trailer (:60)

Credits

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Agency Antoni/Berlin
Production Company MJZ/London
Director Fredrik Bond

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Credits

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Agency Antoni/Berlin
Production Company MJZ/London
Director Fredrik Bond
Production Company Tony Petersen Film
Production Services Division Film
Editing Marshall Street Editors (MSE)
Music Dead Mono
Music Amp.Amsterdam

Managing Director Christina Muller
Managing Director Daniel Durbeck
Producer Roman Zeitz
Executive Producer Lindsay Turnham
Producer Alicia Richards
DP Benjamin Loeb
Editor Patric Ryan
Edit Assistant Joshua Sampson

Creative Director Daniel Duhn
Creative Director Ursel Barwinski
Executive Creative Director Christopher Hoene
Executive Creative Director Christian Kies
Managing Director Marcell Francke
Managing Director Tilman Gossner

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"So the man gives birth to a baby, and the baby becomes a steering wheel.” Bond deliciously sends up the ravings of an unhinged director in this 16-minute film.

Directed by Bond through MJZ, created by Antoni, Berlin and produced by Tony Petersen Film, the campaign makes full use of meta (with a small ‘m’) conventions and will illicit knowing nods from many industry insiders.

Following the highs, lows and looney larks of ad production, the fun script awards mad Magnus the director some deeply bonkers metaphors. Describing the hybrid nature of the vehicle, he says it feels to him like “ a succulent lobster in my mouth… like making love all night and finding a spot in the earth where [the electricity] can break through and erupt!” Quite so.

Watch the full version of The World Premiere of the New GLC below.