Master Of All Surfaces

Mercedes-Benz · BBDO Beijing · 2011 · Role: Creative Director

A launch for the Mercedes-Benz M-Class across China, starring the one person officially certified to judge every kind of terrain: the real Master of All Surfaces.

How do you prove an SUV can handle any terrain without another shiny-car-on-a-mountain ad?

The M-Class was built to handle city streets, dirt roads, sand, mud and snow with ease. Instead of another luxury SUV cruising through pretty mountain passes, we went looking for a real authority to put it to the test.

The idea
We found the actual, certified Master of All Surfaces. Sometimes the perfect spokesperson already exists. All you have to do is find them, then get out of their way.

Mercedes-Benz print ad, Master of all surfaces: an M-Class drives through deep snow
Mercedes-Benz print ad, Master of all surfaces: an M-Class kicks up sand in the desert
Mercedes-Benz print ad, Master of all surfaces: an M-Class splashes through a river

What I did

  • Led the creative team through the pitch and production.

  • Sold the campaign to Mercedes-Benz leadership.

  • Directed the work across TV, digital and print.

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