Swizz Beatz Lays Down the Tracks for Mercedes-Benz’s EV Ads

Mercedes-Benz USA is revving up its EV marketing with a visually stunning campaign that may be music to the ears of car buyers on the fence about electric vehicles.  

The luxury automaker tapped Grammy-winning super-producer and entrepreneur Kasseem “Swizz Beatz” Dean to score the soundtrack of five ads promoting its suite of advanced EVs. The spots debuted during The Masters golf tournament, of which the brand is a longtime sponsor, and will continue to run throughout April.  

Created in partnership with AOR Merkley+Partners and produced by The Artery, the 30-second spots use Beatz’s trademark synthesized, bass-heavy bangers to evoke the emotions each of the vehicles inspire, with Jon Hamm’s smooth narration saved to deliver that well-known tagline. The aesthetically sleek and vibrant spots use color, light and tech to dramatic effect to draw the audience’s attention to the real stars of the spot: the cars.

“It’s always amazing to work on music with great creative partners like Mercedes,” Dean—whose wife, Grammy-winning artist Alicia Keys is also a Mercedes-Benz brand ambassador—told Adweek. “It’s also amazing to see these very unique vehicles being showcased like art… because that’s what they are.” 

“Magnificent” features the EQS sedan against shots of cityscapes, shapes and angles as a nod to the vehicle’s textured interior and exterior design. “Brilliant” gives the brand’s EQE SUV model the Matrix treatment, highlighting tech features such as online music selection.

“Ferocious” takes its cue from the AMG line’s penchant for burning rubber, with a fiery red backdrop for its AMG EQS Sedan model. “Inspired” puts a spotlight on the EQE Sedan’s green tech (literally) and personalization features, including touch ID. And “Boundless” enlists the elements and terrain to introduce the tire pressure and suspension-tracking functions of the EQS SUV.

“As consumer expectations of luxury brands evolve, we are constantly looking for ways to evolve the Mercedes-Benz brand,” said Monique Harrison, head of brand marketing at MBUSA, in a statement. “From sensory triggers like sound and visual styles, to working with emerging artists and platforms, we are always in search of new ways to engage the modern luxury audience.”  

In addition to linear and CTV, the spots will also be available on the brand’s social media channels.  

In recent years, automakers have gone all-in on their EV advertising. And while some brands have taken a light approach to the way they market them, it has become evident they are all taking the category quite seriously. So much so that MBUSA has eschewed its traditionally golf-themed fare to drive the conversation toward carbon neutrality—and the younger, more diverse and tech-savvy demographic that strongly considers it when making their car purchases.