While Canadian R & B artist Abel Makkonen Tesfaye, better known as The Weeknd, has just unveiled two new songs in quick succession, we also learn about his brand new collaboration with Mercedes-Benz for the release of the brand new EQC. A first step of The Weeknd and Mercedes-Benz collaboration.
The Weeknd and Mercedes-Benz: Together in the creation of the all-new EQC campaign
The introduction of the all-electric EQC is the logical next step in a new direction for Mercedes-Benz, whose history stretches back through 133 years of innovation, development, and progress. The campaign features a compelling TV ad, a long-format film, and four product films that will be available on the brand’s social media channels. R&B star The Weeknd is not only the main protagonist of the films, he also served as the campaign’s Creative Director.
Further features of the campaign include an extended web special, additional clips, and social media assets such as a Tik Tok Challenge and the Instagram extension “If I had lived today.” In the latter, the protagonists go on a journey through time, seeing how Carl Benz, for example, would approach today’s technical possibilities and social media tools. The campaign also includes extensive print motifs.
“This is a special moment for the entire Mercedes team: with the EQC campaign we are entering the era of electric mobility,” said Bettina Fetzer, Vice President Marketing Mercedes-Benz Cars. “The campaign takes the emotional experiences of our customers with iconic Mercedes vehicles and shows how we are reinterpreting them in the electric EQC in the present day. A completely new driving feel, pioneering spirit and sustainable, modern luxury are at the core of our EQC communications.”
EQC: The Mercedes of electric vehicles
The EQC is the first model from Mercedes-Benz’s EQ product and technology brand to arrive on the roads, and marks the beginning of a new era in mobility for the brand, eagerly awaited at Mercedes-Benz, good last among the Germans for his coming in the electric (Porsche is already there). With its seamless, clean design and colour highlights that are typical of the brand, it simultaneously pioneers an avant-garde electric look and embodies the company’s Progressive Luxury design idiom. With respect to quality, safety, and comfort, the EQC is the Mercedes-Benz of electric vehicles—it doesn’t just feature a striking design, it also delivers dynamic performance, thanks to two electric motors at the front and rear axles with a combined output of 300 kW. With Mercedes me, EQ offers comprehensive services and makes electric mobility convenient and practical for everyday use.
The new songs from The Weeknd
In addition to the The Weeknd and Mercedes-Benz collaboration, we were delighted not by one, but two new songs from the Toronto-born artist. The first was Heartless, and the second, the song of the Mercedes-Benz campaign, Blinding Lights. We continue in the same melodramatic and catchy beats well known to The Weeknd. We can not wait to hear more.