Mercedes launches "The Culture of Driving" campaign

The most desirable of all Mercedes-Benz models appear like jewels before a spectacular mountain landscape: the new generations of the SL, SLK, and CLS. Mercedes-Benz is presenting three dream cars together for the first time, in a brand campaign conceived to make the premium automotive brand even more desirable than ever before.

“With this campaign we are for the first time displaying our new strategic approach, which we sum up with the motto ‘The Culture of Driving’. The aim is to further sharpen the profile of the Mercedes-Benz brand,” says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. This is why the campaign’s focus is not on a single vehicle type, but on the brand itself. “Presenting the three dream cars together conveys the fascination of the Mercedes-Benz brand, so it should also generate spillover effects for all of our models,” adds Göttgens.