What's the news?
If ever there was a car brand to use noise as an advertising campaign, then the AMG branch of Mercedes-Benz is the one to do it. 'Sound with Power' is the name of Mercedes' new multimedia marketing campaign that launches this week with the help of the E 63 AMG, Tinie Tempah and an LED suit.
The suit is the focal point of the TV adverts; turning sound into light to represent the different emotions experienced by different noises. In the commercial, a driver is fitted with the suit and is then played a variety of sounds including a crying baby, crashing waves and, would you believe, the roaring exhaust note of the aforementioned E 63. A snippet from Tinie Tempah's 'Pass Out' track also features as one of the samples. As the advert draws to a close, these random sounds come together to create an "emotionally resonant 'mash-up' track".
"'Sound with Power' follows on from the success of our previous 'Escape the Map' and 'YOUDRIVE' campaigns," says Andrew Mallery, Marketing Director for Mercedes-Benz. "It innovatively conveys an exciting message about how sounds influence emotions and then invites the viewer to go one step further and engage with the brand online."
The online part of the campaign starts at the website www.soundwithpower.com where users can log on and create their own mash-up track using a variety of pre-loaded sounds. Finished creations can then be shared on Twitter, using the hashtag #soundwithpower, for a chance to have user-created tracks included in Mercedes' TV ads.
These adverts won't be hidden away either. Not only are they scheduled to be aired during prime-time TV slots, such as during the X-Factor and Homeland, but they will also feature before three blockbuster films at the cinema - Thor: The Dark World, The Hunger Games: Catching Fire and The Hobbit: The Desolation of Smaug. Music-streaming giant Spotify is also getting involved.
Anything else?
To support the launch of the 'Sound with Power' campaign, Mercedes has featured exclusive interviews with Lewis Hamilton and Euronics Mercedes AMG DTM racer, Gary Paffett.
The campaign runs from 5th October until mid-November.
James Giddings - 7 Oct 2013