Mercedes-Benz’ new S-Class campaign: “Cares for what matters” addresses the core values of the luxury sedan: life is the greatest responsibility and the belief that greatness emerges from caring about the important things – however small they may seem at first glance.
15-time Grammy-winning artist Alicia Keys, record-equaling 7-time Formula 1 world champion Lewis Hamilton and 20-time Grand Slam champion Roger Federer combine personal excellence with social activism, thereby supporting the central idea of the campaign.
The campaign addresses the topic that the world’s greatest leaders have understood that life is the greatest responsibility. That’s why they care about their team, their work, their friends and their family. Greatness cares. And the human truth is really great people care for others.
The S-Class cares for its passengers in every situation with benchmark safety systems and an intuitive user experience. And with its ease of use and time saving features the S-Class also gives customers the opportunity to care for what matters to them by offering a safe space, and peace of mind to care for the things in life that really matter. Many innovations of the new S-Class focus on the backseat. The campaign plays with the fact that the most important people sit in the back: whether it’s the boss or the kids - which sometimes even is the same person.
“The focus of the campaign is on the fundamental importance of authentic and responsible interaction that reflects the zeitgeist, today more than ever. With global stars such as Alicia Keys, Lewis Hamilton and Roger Federer as ambassadors, we have great personalities who authentically embody the central idea of our ‘Cares for what matters’ S-Class campaign. They use their voices to speak out for others, and take a stand on important issues that shape our society.” Bettina Fetzer, Vice President Marketing Mercedes-Benz AG.
“Cares for what matters comes from your heart, it’s about the truth inside of you. Your truth. It’s usually the simple things that mean the most. Time with your family, supporting the amazing people in our lives and communities, and creating the world we want to see!” Alicia Keys
“I believe greatness starts from two fundamentals: dedication and prioritization. It is about the drive for constant improvement and having a clear focus on your dreams. Be dedicated to what you love. Care for what matters”.
Roger Federer, “It’s so important for our kids out there to not let anyone tell you that you can’t achieve something. Dream the impossible and speak it into existence. You’ve got to work for it, chase it and never give up. And never doubt yourself”. Lewis Hamilton.
