Mercedes-Benz Malaysia has unveiled its latest Chinese New Year (CNY) spot for 2018 with hashtag #PassDownTradition. This year, the luxury car brand wants to highlight CNY being “one of the most celebrated times of the year, and when beautiful traditions are remembered.”
It follows the protagonist’s trip down memory lane as she remembers times spent over CNY with her mother and learns about the various traditions associated with Chinese culture. Posted on 12 January 2018, the latest three-minute CNY ad on Mercedes-Benz Malaysia’s official Facebook page was conceptualised by GroupM’s Vocanic and produced by reanimated studio.
A+M has reached out to Mercedes-Benz Malaysia for more comments.
The brand is no doubt, making the effort to make a comeback after its last year’ CNY ad failed to impress netizens with some calling the ad “terrible”, “meaningless”, “low class” and “a waste of money”. The ad went viral for its lack luster narrative. Take a look at the spot produced last year.
Since then the brand created several campaigns. For one, Mercedes-Benz Malaysia also collaborated with BBDO Malaysia and production houses Studio 20 Twelve and Graph Studio, to launch its 10th generation E-Class in July last year. The campaign, titled “The Masterpieces of a Masterpiece”, features a series of artworks, known as “Masterpiece of Intelligence”, which were created through the use of long-light exposure techniques. It also engaged stunt drivers that were seen drifting in the dark while the artworks were being shot, with the use of cranes and flame resistant gear.
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