Mercedes-Benz Premier Express

No car owner, even with a luxury brand, ever said they wanted to spend more time at the dealership. With that in mind, Mercedes-Benz created Premier Express, vehicle service done in an hour or less with no appointment necessary. For the ad campaign, we decided to focus on a different kind of luxury: time. We cast a diverse set of characters and gave them simple direction: enjoy what you’re doing. Premier Express became, to our knowledge, the first campaign about car service not showing a single car image.