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Mercedes-Benz is taking a new and attention grabbing approach to its communications with the launch of Grow Up. – a campaign for its compact car family.
The most extensive content creation in the history of the luxury automotive brand, Mercedes-Benz demonstrates its understanding of a new generation of adults making their own way in the world.
The digitally-led campaign addresses real life moments and reinterprets traditional norms and expectations of adulthood – from jobs, to personal relationships, to society – through cool movie narratives, and shows that Mercedes-Benz is not just for the older generation who has already arrived.