Mercedes-Benz and Amazon Primary Video clip have partnered on a campaign advertising the streaming platform’s new “Cinderella” movie, which provides a contemporary get on the typical fairy tale, for each a push release.
Doing work with agency Merkley + Associates and director Rachel McDonald of Biscuit Filmworks, the automaker shot a professional that encourages girls to split with common roles, mirroring the heroine’s journey in the story. The ad managing throughout Tv set and digital features the film’s star, Camila Cabello, as very well as its director and writer Kay Cannon and producer Shannon McIntosh.
Mercedes later this thirty day period will put on a livestreaming manner demonstrate hosted by Billy Porter, who performs a reinterpretation of the fairy godmother named Fabulous Godmother, or Fab G for quick. The brand name is also collaborating with Primary Video clip on guiding-the-scenes articles, such as an “Inside Ella’s Closet” featurette about the costumes in the movie.
Mercedes is tying into Primary Video’s “Cinderella” with a campaign that leans on the female portion of the film’s solid and creators and emphasizes its information of shunning conference. The most recent musical spin on the fairy tale is about women of all ages breaking the glass ceiling, with Cabello starring as a model of the titular heroine who needs to get started her have outfits business enterprise but is met with adversity, like from a scathing stepmother played by Idina Menzel. Initially a Sony Photographs release, “Cinderella” made the bounce to streaming because of to the pandemic, for every The Hollywood Reporter, joining other new Primary Video offerings like July’s “The Tomorrow War.”
The work aligns with other Mercedes initiatives, these as its long-functioning “She’s Mercedes” platform dedicated to connecting and empowering ladies. Further than the hero advertisement that went stay before this 7 days, the automaker is making a variety of electronic information, such as the livestream hosted by Porter and other guiding-the-scenes features.
The manner exhibit on Aug. 28 will profile “Everyday Ella’s” who appear from assorted backgrounds and have inspiring achievement stories. Porter on top of that created a tailor made Mercedes-Maybach S560 making use of Fab G’s gold and orange color plan in a nod to the character’s signature chariot.
Marketers are rethinking their movie and Tv set sponsorship styles as the streaming age opens new alternatives for engagement as nicely as limits. Several streaming platforms, including Primary Movie, do not aid common ads, inviting a far more integrated tactic.
Hyundai, one more automaker, has a near partnership with Disney that has likewise blurred the lines among promoting and media. A sequence of latest adverts ended up formulated and generated with the amusement giant’s Marvel Studios and characteristic figures from the Disney+ streaming sequence “Loki,” “The Falcon and The Wintertime Soldier” and “WandaVision.” Narratives align carefully with Marvel’s existing timeline, with just one location depicting what transpired to Loki concerning the very last “Avengers” film and his eponymous show.