
Shot in the stunning Ticino village of Carona, the Italian part of Switzerland,
this 2020 Mercedes-Benz advert serves up a winning formula: a global sporting sensation,
a suave SUV and squabbling seniors.
Opening to a lively, traditional Canzone Napoletana tune, this advert enlists the help of tennis star Roger Federer to promote the GLE 350 EQ Hybrid, one of Mercedes-Benz EQ Power models.
Against the backdrop of a typical Italian square, Federer smoothly sails into the piazza in a luxury SUV, where two elderly men, Enzo and Giorgio, observe his arrival while admiring the Mercedes-Benz.
What starts out as a discussion between the two, soon becomes a heated argument. Fingers are pointed, voices are raised and walking canes waved about, each trying to prove their point: whether the car is petrol or electric.
As Federer casually enters a bakery and purchases a fresh baguette, Enzo and Giorgio continue to quarrel.
When he exits, the king of the court settles the squabble with a simple statement. “Signori, é electrica e benzina.”
The car is a hybrid, both electric and petrol.
Momentarily stunned, the two men find a new topic for debate. While one of them is convinced the driver is the legendary Rodger Federer, the other disagrees.
The commercial was developed for Mercedes-Benz Switzerland, where every person travels an average of 24 kilometres by car per day, and with ranges of up to 100 kilometres, the Mercedes-Benz plug-in hybrid models cover more than the average person’s travel needs.
The messaging throughout this campaign is clear; hybrids combine the best of both worlds, and this is communicated through a quirky and comical argument between two quintessential Italian men.
The location and protagonist were strategic. Federer is Swiss and Carona is known for its magical and charming setting.
The advert was promoted online, across various digital advertising platforms through mediums such as video walls, social media, posters and more.