Showcasing A legend: The New G-Class Campaign

Stuttgart. Since 1979 the G-Class has been the Mercedes-Benz SUV icon. Its unique DNA is stronger than time; is unimpressed by short-lived fashion trends it remains true to its roots.

The new G-Class

This also holds true for the new G-Class. In the international 360-degree campaign for the world premiere and market launch, Mercedes-Benz presents the new G-Class as a ground-breaking legend in off-road performance. Beyond this, the G also shows its on-road strengths and presents its enduring, timeless design. The motto of the campaign is accordingly “Stronger Than Time”.

At the centre of the digitally dominated campaign with its central hub at https://www.mercedes-benz.com/strongerthantime you will find three lifestyles: “Amber Rock”, “Green Lava” and “Blue Night”.

With 35 campaign motifs and a 2:45‑minute video with three cut-offs, Mercedes-Benz showcases the lifestyles with powerful images, radiating self-assurance and supreme mastery. Rich, metallic blue tones embody a modern, cool purist urbanity in the motifs of the “Blue Night” lifestyle. These impressions are intensified by the reflected lights of the city at dusk on a rainy night.

Mercedes-Benz accompanied the world premiere of the new G-Class on 14 January 2018 at the North American International Auto Show (NAIAS) in Detroit with the world’s largest installation in synthetic resin. An amber-coloured block of synthetic resin weighing 44.4 tonnes encloses a G‑Class from the first year of production, 1979 – as an expressive image of the off-road legend’s timelessness.

The presentation establishes an association with insects preserved in amber. The DNA of the first G‑Class is permanently preserved this way and passed on from generation to generation. Following the Detroit Motor Show, the block will also be on show in other markets to tie in with the G‑Class market launch.

Milestones and superlatives of a legend – the web special

Since November 2017 people all over the world have been able to discover the uniqueness of the G-Class on social media platforms and at https://www.mercedes-benz.com/strongerthantime. Under the hashtag #strongerthantime you can become part of the campaign yourself.

Selected stories are told in the web special “Stronger Than Time”, which is embedded in the G‑Class portal. The “DNA of the G‑Class” feature provides interesting facts from around 40 years of the G‑Class. Under “The new G‑Class” you can experience the new G in all its facets. The column informs about the improved off-road and onroad performance as well as the timeless design of the all-terrain vehicle. The chapter “Strong Stories” tells the unique and varied stories of the old and new G‑C lass.

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