Mercedes-Benz said that its latest advertising creative is projected to connect the brand better with its drivers. Specifically, the new ad hopes to show how the newest telematics innovation from the brand, which is the mbrace2, works. This system is able to fully engage the drivers with their vehicles in the safety. Dubbed as “All From One Place,” this thirty-second spot will be making its official debut at the 2012 U.S. Open, a sporting event that Mercedes-Benz sponsors as well. According to Mercedes-Benz, the mbrace2 is able to offer the highest quality features in terms of vehicle care, personal assistance, infotainment, and safety.
Through open Internet access, the mbrace2 is able to deliver a vehicle that is connected. Drivers can also use it to customize a number of popular apps like Google Local Search, Yelp, and Facebook. Called Mercedes-Benz Apps, drivers will be able to design these for their own use. Another solution included in the mbrace2 is the ability to update software remotely through cloud networks. Thus, users are guaranteed to have easy access to the latest versions of their favorite apps while inside the vehicle.
By having limited functionality and combining it with a sensible user design, these applications are able to maximize their utility without the presence of any unnecessary distraction. This is important especially when the vehicle is running. That being said, there are features that will not be available when the vehicle is currently in motion. The "All From One Place" ad shows a young man going through different scenarios.
Examples of said scenarios include being on a busy trading floor and looking at the latest stock updates, going on a dinner date, socializing on a casual gathering, being surrounded by a crowd cheering for a sports event at a stadium, and even walking across a storm. What this is simply showing is that through a set of customized apps and seamless connectivity, the mbrace2 is able to help people go through different events in life.
Bernie Glaser, who is Mercedes-Benz USA’s VP of Marketing, shared that the mbrace will be fitted on the brand’s whole range as a standard. Thus, he added, customers will be connected not just to the information that they need, but also to the people that greatly matter to them.
VP Glaser continued that through the latest generation, customers will be able to experience more premium digital services both outside and inside their vehicles. This is more than guaranteed as it has the most wide-ranging capabilities available there is. Glaser said further that the best feature would be that it utilizes cloud technology and this will only get better as time passes.
Once the official debut on CBS is done, where the U.S. Open will be telecast, this ad will then be rotated until early November. Spots include high-visibility events like the 2012 Emmy Awards on ABC and the NFL games on CBS. The ad will be rotated as well during series season premiers like “Smash,” “Revenge,” and “The Office.” It will also be shows on cable channels that include E!, Bravo, ESPN, The Food Network, Discovery, National Geographic, TNT and USA. Other elements of the "All From One Place" will include a presence on both digital media and social media.