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Room for the whole family – with up to three child seats on the rear bench seat. Plenty of loading space for leisure and sports enthusiasts. Sliding doors provide quick boarding and disembarking and flexible loading options. When life gets bigger, the new T-Class is ready and waiting. The international campaign for the new premium small #van is an entertaining and creative demonstration of how it combines great use of space and functionality with style and comfort.
One child, two children or even more? A dog or the small puppy after all? You just want to load your car with a bike, surfboard or rubber dinghy? With a lot of space and a great deal of flexibility, the new T‑Class offers families and active leisure enthusiasts a whole new range of options.
Anja Gutmann, Head of Marketing Communication & Marketing Operations Europe Mercedes‑Benz Vans: "The Life gets big! campaign is an impressive demonstration of what characterises our new T-Class: it is the perfect companion for anyone, who needs a lot of space, but also values design, safety, comfort and versatility. With this campaign, we want to arouse enthusiasm for the new member of our Mercedes family – with loving attention to detail even in the smallest assets."
The exciting campaign ad which has been produced both as a 60‑second and 30‑second film as well as in many other formats brings the van's many possibilities to life and portrays the enthusiasm of its occupants as they take a gripping trip through the city in two vehicles.
With a new version of his hit "Can you do this?" with its chorus "I can do that!", American superstar Aloe Blacc provides the catchy tune to accompany the ad – with actors and even dogs singing along to it.
The optimistic esprit characterises the print campaign too. The high-quality images showcase the vehicle together with #people in whose life the new small #van fits perfectly. Furthermore the communication also uses a variety of entertaining online and social media assets.
The international Life gets big! campaign was developed by the Mercedes‑Benz Vans lead agency PREUSS UND PREUSS Berlin/Stuttgart. The campaign spot was produced by Element E, directed by Bernd Faass. The photographers of the print campaign were BAM Photographers in collaboration with the post production “Digitales Leben”.
About the #mercedesbenz T-Class
With the new T-Class, #mercedesbenz is bringing comfort to the growing private small #van segment whilst also offering all those who need lots of space an attractive entry into the world of the brand with the star. This completely new model combines multifunctionality and a huge amount of space with a high-end level of equipment. Even the standard equipment includes
the intuitive MBUX infotainment system with 7-inch touchscreen and smartphone integration, multifunction steering wheel with Touch Control buttons, air conditioning and KEYLESS Start. Wide-opening sliding doors on both sides of the vehicle allow comfortable access to the rear passenger compartment. The choice of materials also reflects the true premium character. Two equipment lines are available to enhance the high-quality appeal even further. Comprehensive, standard equipment which includes driving assistance systems and seven airbags contributes to the high level of safety in the T-Class.
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