Mercedes-Benz: Valet Guys
In this commercial
TV Commercial Review
Heart or Humor
The new Mercedes-Benz film, “Valet Guys“, provides a look ahead into the intelligent park pilot.
I like the ironic tone of the ad. The film presents the problem clearly and comically, and the solution offered by the product, the automatic parking system, fits perfectly and naturally in the advertisement.
The film shows, in a tongue-in-cheek and deliberately exaggerated way, the daily challenges of three valet guys in dealing with vehicles they are supposed to bring to the parking garage.
Precision parking is one of the “easier” exercises in this context. With a short nap in the vehicle or a spontaneous dance party on the parking deck, they increase their joy and escape from the dreary everyday working life.
Even more adrenaline flows as the result of a joyride, which ends with a daring jump on the run from police.
After the Valet Guys had their fun, they are no little surprised when the voice-over says: “Sorry guys, these times might be over soon!“ This is followed by a brief look ahead to the INTELLIGENT PARK PILOT.
“With stories like ‘Valet Guys’ or ‘Blowfish’, we explain new, pioneering vehicle technologies in an entertaining and creative way. We deliberately exaggerated the innovative highlights of our products and thus aim to inspire enthusiasm for the Mercedes-Benz brand in surprising and emotional ways”, says Bettina Fetzer, Vice President Marketing at Mercedes-Benz AG.
The pre-installation for the intelligent park pilot, included in an add-on option, makes the S-Class ready for Automated Valet Parking (AVP, SAE Level 4). In concert with the required option and corresponding Connect service (depending on the country), the new S-Class has the technology on board to pull in and out of parking spaces in parking garages equipped with AVP infrastructure, provided national laws permit such operations.
Idea, concept, and realization: antoni garage, Berlin
Directed by: Trio Pantera, Argentina
Film production: BWGTBLD, Berlin
Bad Valet Guys