Mercedes-Benz eSport ad – League of Legends

Mercedes-Benz, a brand renowned for its luxury vehicles, has taken a bold leap into new media with its eSports 2023 advertisement. This commercial, created in collaboration with The Mill+, is a testament to the brand’s commitment to innovation and its ability to resonate with a younger, tech-savvy audience.

The Mercedes-Benz eSports 2023 ad is a bold and innovative step into the future of advertising. It successfully captures the brand’s essence while appealing to a new generation of consumers who value technology and luxury. The ad’s stunning visuals, compelling narrative, and a nod to popular gaming culture make it a standout piece in modern advertising.

Advert Ratings :

• Memorable (90/100): The ad’s stunning CGI and unique theme make it stand out.
• Effective (88/100): It targets the esports community and tech enthusiasts.
• Style (94/100): The ad’s futuristic style and CGI work are visually captivating.
• Heart/Humor (80/100): While it leans more towards a serious tone, there’s an underlying playfulness.
• Execution (92/100): The seamless integration of product and narrative is executed brilliantly.

Mercedes-Benz and eSports:

Mercedes-Benz has been progressively aligning with the digital age, particularly in esports. This move is not just about advertising but about connecting with a new generation of consumers who value technology and innovation as much as luxury.

The Ad’s Highlights:

• Setting: A beautifully crafted, CGI-rendered futuristic Seoul.
• Narrative: Follows a young heroine’s journey, integrating the Mercedes-Benz EQS SUV with the League of Legends universe.
• Creative Team: Directed by Tim Fox of Mill+, with a talented team from various Mill studios. Under the adept guidance of Mill+ Director, Tim Fox, the full CG spot seamlessly integrates the dynamic allure of the Mercedes-Benz EQS SUV with the vivid, fantastical world and characters of League of Legends.

Pros:

1. Innovative Storytelling: The ad’s narrative is engaging and unique, especially for car commercials.
2. Visual Appeal: The CGI work is exceptional, creating a visually stunning experience.
3. Brand Positioning: Reinforces Mercedes-Benz as a forward-thinking, adaptable brand.

Cons:

1. Niche Target Audience: The focus on esports might not appeal to traditional luxury car buyers.
2. Subtle Product Integration: The EQS SUV, while present, could be more prominent in the narrative.

Conclusion:

The Mercedes-Benz eSports 2023 ad is a visionary piece of advertising, showcasing the brand’s ability to innovate and adapt to new trends. By integrating the world of esports with their state-of-the-art EQS SUV, Mercedes-Benz has created an ad that is a visual feast and a nod to the future of brand storytelling. This ad indicates that Mercedes-Benz is a lifestyle brand that understands and embraces the digital age.

Credits

AGENCY: ANTONI GARAGE GMBH & CO. KG

Managing Director: Marcell Francke, Daniel Dürbeck, Tilman Gossner
Agency Director: Roy Schröder
Account Manager: Carolin Lazar
Executive Creative Director: Gün Aydemir
Creative Director: Augusto Santos
Copy Writer: Pam Boschma
Script Development: Creatives @Antoni
Creative Producer: Sergii Eisenstadt, Marjorie Jorrot

PRODUCTION: MILL+

Director: Tim Fox
Executive Producer: Becca Jones
Senior Producer: Larisa Covaciu
Production Assistant: Sam Ashby
Business Development Director: Josh Moore

POST PRODUCTION: THE MILL LONDON

Creative Director: Anthony Bloor
2D Lead: Declan Andrews
CG Lead: Ted Harrison
Animation Supervisor: Marion Strunck
Asset Supervisor: Will Burdett
Editor: Zoe Izzard
Storyboard: Steve Taylor
Concept Artist: Tim Fox, Thomas Muller
CG Team: Andreas Graichen, Paolo Ceresa, Margaux Huneau, Clementine Supiot, Alberto Lara, Thomas Craig, Dane Armour, Chris Welsby, Jean Grandgirard, Jack Enever, Arnau Gilabert, Luke Dadley, Keith Kamholz, Marc Greyvenstein, Artur Drozdowicz, Tanya Ljubimtseva, Stephen Heidacher
2D Team: Rafael Vormittag, Davide Metti, Giacomo Verri, Lester Brown
DMP: Jiyoung Lee
Design: Tim Fox, Barry Chapman, Jayden Kimpton
Online artist: Leah Ayinde
Korean Translator: Jiyoung Lee

POST PRODUCTION: THE MILL SEOUL

Korean Translator: Youngchan Kim

POST PRODUCTION: THE MILL BANAGLORE

Associate Producer: Aisswarya J
Production Coordinators: Saranya Reddy
DFX Supervisor: Laique Quraishi
Asset Lead: Sunil Manohar Mohapatra
Animation Lead: Sriker Balakrishnan
Asset Artists: Rakshith U, Debdutta Gayen, Ravi Kulwantsingh Ubhi, Shahid Hussain, Vishal Vijay Patil, Aditya Jaiswal, Suraj Hariharan, Sandip Dhole, Sunku Ayusha, Manukuru Manikanteswara, Sanju Sankar, Prashanth C, Sanjaykumar H V, Sumit Yadav
Animation Artists: Raman Bhatia, S Anashwara
FX Artists: Madivadanatamilparidy Ramamoorthy, Rohit Kumar

COLOUR: THE MILL

Colourist: Katie Dymmock
Colour Producer: Dan HIlls
Colour Assist: Caitlin Donaldson, Rory Leighton, Kennedy Dawson

SOUND: ECHOIC AUDIO

MUSIC: AMP GMBH