Superstar collaboration: The Weeknd and Mercedes-Benz launch new campaign02 December 2019 - Press release
A Creative Partnership With Universal Music Group And Brands
Mercedes-Benz EQC and The Weeknd commercial
Canadian superstar The Weeknd, taking on the role of creative director has co-created the "Enjoy Electric" advertising campaign for the new Mercedes-Benz EQC. "Blinding Lights", The Weeknd's new single, released today, is the title track for the campaign. The EQC is the first fully electric SUV under the product- and technology EQ brand from the luxury car manufacturer.
antoni garage, the European lead agency for Mercedes-Benz, and the director Nicolás Méndez designed and implemented the campaign. Universal Music Group and Brands (UMGB) provided Mercedes-Benz and its partners with intensive support in choosing the ideal musical partner and determining the details of the collaboration. The result is a brilliant combination of two global icons, Mercedes-Benz and The Weeknd, who together will generate maximum awareness, an emotional connection and shared credibility - a perfect start for the highly innovative vehicle.
With its scope and nature, the collaboration represents a milestone for UMGB Germany. The artist, campaign and fan base are closely linked. More than a perfect match of talent, creativity and product, the cross-channel multimedia distribution and supporting campaigns will yield a content flow that will resonate with fans and the public.
The Weeknd is one of the world's most successful artists with 9 billion YouTube views and 35 billion audio streams. The award-winning, multi-platinum and diamond-certified recording artist redefined the genres R&B, pop and hip-hop and solidified his iconic status with successes spanning record-breaking chart triumphs. In addition to three Grammy Awards, he has also won nine Billboard Music Awards, two American Music Awards, ten Juno Awards and has been nominated for an Academy Award.
Dr. Tonio Kröger, Founder antoni: "The campaign is a great example of the most modern form of global communication. We are proud and grateful to have created together with Mercedes-Benz,The Weeknd and Universal Music/Republic Records a unique piece of entertainment for one of Mercedes-Benz's greatest new products - the new EQC."
Bettina Fetzer, Vice President Marketing Mercedes-Benz Cars: "The cooperation with The Weeknd was inspiring and gave us lots of new and creative impetus. With The Weeknd as the creative director and performer we are addressing young and digital target groups to a greater extent - a perfect combination for this unique Mercedes moment on the road to an electric future."
Frank Briegmann, CEO & President Universal Music Central Europe and Deutsche Grammophon: "Through this partnership, two global companies have developed a fantastic campaign in collaboration with a truly international superstar. I would like to thank Mercedes Benz and antoni garage, my colleagues at Republic Records and especially, the creative genius, The Weeknd, for his confidence."