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A moment more attention: #mercedesbenz presents "Awake"
Apr 14, 2022 Stuttgart/Munich
Stuttgart/Munich. Today #mercedesbenz is launching the new short film "Awake" in a campaign that was created in collaboration with the “Hochschule Fernsehen und Film München” (University of television and film Munich). The spot shows the danger of microsleep by the example of "Microsleep Detection", the microsleep warning system in the EQS, to present how innovative driving assistance systems and safety features can make a valuable contribution to the vision of accident-free driving. The "Awake" campaign and the spot can be seen on the Mercedes-Benz social media channels.
"Awake" goes beyond classic advertising films and tells a story from real life. #oliverbernotat, long-time creative and director of the campaign short film, got the idea from his own experience on a road trip. It prompted him to draw attention to the issue of "microsleep". At the Hochschule Fernsehen und Film München”, Bernotat, together with the producers Paul Scholten and Johannes Bergmann, found a young team for the filmic realisation. #mercedesbenz supported the project from the outset in terms of content and concept, as safety and innovations have been anchored in the brand's core since the invention of the automobile in 1886.
"It was a great challenge to realise the idea at the highest level. This required a lot of fine-tuning in conception and production. Thanks to the very motivated team and the full confidence of #mercedesbenz, we were able to realise this short film with an important message together. The end result with the campaign is really unique," say the two producers Paul Scholten and Alexander Bergmann.
“The concept and message of #awake convinced us immediately as we saw the opportunity to integrate an exciting impulse into the #mercedesbenz brand communication. Through the collaboration with the Hochschule Fernsehen und Film München (University of Television and Film Munich), we are specifically promoting young talent in the creative industry. We are delighted about the emotionally gripping visual language, with which we address all target groups on the relevant topic of traffic safety", states #natanaelsijanta, Director Creative Communications and Marketing Mercedes‑Benz AG.
ATTENTION ASSIST, fitted as standard, can detect typical signs of fatigue or increasing inattention during long monotonous journeys and prompts a break with a warning message. The supplementary microsleep detection is available for the first time in the EQS. It analyses the driver's eyelid movements through a camera on the driver's display (only in connection with MBUX Hyperscreen) and warns visually as well as acoustically with an additional message. "Microsleep Detection" is already active from a speed of 20 km/h. More information on the driving assistance systems in the EQS can be found here.
Safety first: #mercedesbenz Real Life Safety
"Real Life Safety" is the safety philosophy of #mercedesbenz. Here, everyday driving situations in real life are analysed. The comprehensive driving assistance and safety systems from #mercedesbenz already enable, for example, partially automated driving on numerous types of roads as well as further reducing the risk of collisions. With these intelligent systems, #mercedesbenz is not only setting standards for innovations in #automotive engineering, but is also taking an important step further on the road to accident-free and fully automated driving.
The Social Media campaign starts with a teaser phase on 13. April and presents the short film as the main campaign asset on 15. April.
Production: ScholtenBergmann Film, University of Television and Film Munich
Producers: Paul Scholten, Alexander Bergmann
Director: #oliverbernotat, Alexander Bergmann (Co-Director)
Music: amp sound branding
Project Manager: Prof. Henning Patzner, HFF Munich
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