The Rise of Electric: Starring Bradley Cooper in global campaign of the electric G-Class

Campaign heroes 

American actor and director Bradley Cooper is the star of a short film that will spearhead a new brand campaign for Mercedes-Benz featuring the G 580 with EQ Technology (energy consumption combined: 30.3-27.7 kWh/100 km | CO₂ emissions combined: 0 g/km | CO₂ class: A)^[1]. The film showcases the essence of the G-Class brand through a dramatic action sequence. It unites the adventure of driving a G-Class, whether off-road or in any urban surrounding. It supports the G-Class to be unlimited by roads and any conventions and underlines the vision of empowering individuals to purse their own path without fear of failure. The Hollywood superstar – a passionate G-Class driver for years – attended the world premiere event in Los Angeles. The premiere was accompanied with a product campaign launch and is being continued for the market launch.

“The G-Class has been a part of my life for nearly 20 years. For me, it’s always been more than a car: it’s been a companion on every adventure.”
Bradley Cooper, Actor, Film Director and Producer

“Bradley Cooper was a natural choice for this world premiere and campaign as he is a longstanding fan of our iconic G-Class. As part of our beloved G-family, Bradley is a true inspiration for crossing limits.”
Bettina Fetzer, Vice President Communications & Marketing, Mercedes-Benz AG

Campaign concept

• Mercedes-Benz presented the G 580 with EQ Technology – the first fully electric variant of the timeless offroad icon – earlier this year. The forthcoming market launch is being accompanied by a global campaign with a brand film starring Hollywood A-lister Bradley Cooper.
• The visually striking centrepiece of the campaign creates a world where individuals are empowered to pursue their own path without fear of failure – because the G-Class turns every obstacle into an opportunity for growth.
• It also highlights the fact that although the G-Class is a dedicated off-roader designed for use on rough terrain, it is also the perfect fit for urban environments – where most of the vehicles are used these days. No matter where the fans of the off-road icon are travelling, what they appreciate is the feeling of independence and the certainty that they can tackle any terrain if they choose to.
• Providing the musical backdrop to the film is the iconic song, “Ain’t No Mountain High Enough” in a new version. Originally written & composed by Nickolas Ashford & Valerie Simpson, publisher/copyright owner: EMI Music Publishing

Markenkampagne „Rise of Electric“ zur Markteinführung G580 mit EQ Technologie (Energieverbrauch kombiniert: 30,3-27,7 kWh/100 km | CO₂-Emissionen kombiniert: 0 g/km | CO₂-Klasse: A) und Hollywoodstar Bradley Cooper.;G580 mit EQ Technologie (Energieverbrauch kombiniert: 30,3-27,7 kWh/100 km | CO₂-Emissionen kombiniert: 0 g/km | CO₂-Klasse: A)*
Brand campaign “Rise of Electric” on market launch G 580 with EQ Technology (energy consumption combined: 30.3-27.7 kWh/100 km | CO₂ emissions combined: 0 g/km | CO₂ class: A) and Hollywood star Bradley Cooper.;G 580 with EQ Technology (energy consumption combined: 30.3-27.7 kWh/100 km | CO₂ emissions combined: 0 g/km | CO₂ class: A)*

Campaign details & timeframe

• The global brand campaign will start on September 13, 2024. It will run across most global brand channels of Mercedes-Benz and the G-Class, with start dates varying from market to market.
• The range of content extends from social media assets and TVC, to the brand film starring Bradley Cooper. Additionally, car-only campaign assets will be activated in print publications.

Credits

• Idea, concept and realisation: team x
• Production: Zauberberg Productions GmbH & Spellwork
• Executive Producer: Juliane Ellrich
• Director: Sermed Dahar (Spellwork)
• Photographer Social Stills: Tom Bender
• Post-production: Timm Engelkamp (Spellwork)
• Music: Simon Heeger / 2wei Audio
• Mix: Kraatz Studios 

The Geländewagen. Electrified: The all-new G-Class

More than any other of the brand’s models, the G 580 with EQ Technology stands for the fusion of tradition and progress – and is another important milestone for Mercedes-Benz on its journey into a new electric era. While remaining true to the model’s character and retaining its iconic design, its innovative drive concept with four individually controlled electric motors once again raises the legendary performance of the off-road icon to a new level. The all-new electric G-Class celebrated its world premiere in April 2024, with two simultaneous launch events in Los Angeles and in Beijing.

^[1] The specified values were determined in accordance with the WLTP (Worldwide harmonised Light vehicles Test Procedure) measurement method. The ranges given refer to ECE markets. The energy consumption and CO₂ emissions of a car depend not only on the efficient utilisation of the fuel or energy source by the car, but also on the driving style and other non-technical factors.