On September 16, Mercedes-Benz China launched the new E300L Elegance model at the Chengdu Auto Show and simultaneously introduced the main visual for the new long-wheelbase E-Class sedan, featuring Hollywood star George Clooney as its endorser. This marked the first major marketing move by Mercedes-Benz China after integrating its marketing channels. The collaboration between Mercedes-Benz and George Clooney represents a new attempt in brand communication during this phase, being Clooney's first endorsement specifically for the Chinese market. It is also the first time a Hollywood A-list star has appeared in a global brand television advertisement targeted at the Chinese market. According to a reputable foreign marketing agency, on average, people will see 150,000 TV commercials before the age of 35. To stand out amidst this sea of advertisements, creativity should be able to "describe your idea in one sentence." In other words, a good creative concept can be summarized in a simple sentence that encapsulates its core idea.
We officially released this advertisement on the Internet on October 1, receiving enthusiastic praise. I believe that after viewing this latest TV ad, which was created in just 45 days from conception to filming under the theme of "Mercedes Speed," not only will you remember the long-wheelbase E-Class sedan and George Clooney, but you will also be able to summarize our core creative idea in one sentence: "George Clooney drives Mercedes-Benz here." Let me share a behind-the-scenes anecdote with you; George Clooney, who is typically critical of advertisements, approved this campaign due to such mutual understanding. Notably, as the leading brand in the premium luxury car segment, Mercedes-Benz will continue to uphold its brand philosophy of "The Best or Nothing" and its goal of "enhancing customer value," providing consumers with the best products, brand experiences, and comprehensive services throughout the vehicle ownership lifecycle, enabling more people to realize their dream of owning a Mercedes-Benz.