TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Beautiful
Mercedes-Benz unveiled a trailer for VISION EQS concept car. The VISION EQS concept car is impressive, but the ad is average.
The VISION EQS show car is an outlook on the future of Mercedes-Benz. Because two things are timeless: the need for mobility and the need for luxury. Plus an inner uncertainty about what will come next.
The VISION EQS is a first milestone on the way to a CO₂-neutral mobility of the future. Mercedes-Benz has always stood for technical innovation, responsibility, and fascination. And sustainability is now another integral component of the brand philosophy. The show car already meets these aspirations today and gives an outlook on the future large, electric saloons by the brand.
With its innovative, stretched “one bow” design, the VISION EQS takes the Progressive Luxury design philosophy of the EQ models by Mercedes-Benz into a new dimension. The “seamless” look of this dramatic and powerful sculpture is what gives the VISION EQS its majestic presence.
Technical features such as the 24-inch multi-spoke wheels, which form a jewel-like counter piece to the flowing body lines of the VISION EQS, emphasize the luxurious character of the saloon. As do the rear lights, which are for the first time seamlessly integrated into the body. With 229 individual LED stars they show a completely new approach to applying the brand logo.
The significant contrast created by the continuous 360° exterior light belt joining the black-panel LED matrix grille and the headlamps with the rear light clusters define a new form of exterior structure with its technical precision. The resulting colour division in the shoulder area not only creates a characteristically contrasting exterior. The impression of a glass dome floating on the vehicle body also visually stretches this ultra-modern saloon. At the same time, the contrast underlines the aesthetic dynamism of the show car as a whole.
However, the design goes another step further. Thanks to the seamless integration of the lights, the VISION EQS becomes a communicative vehicle, a “cooperative car”. The 360-degree exterior light belt, the digital LED matrix grille, and the DIGITAL LIGHT headlamps allow interaction between the vehicle and its surroundings.
