With "Grow up.", Mercedes-Benz is taking a new approach to marketing communications. The campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood who embody the attitude to life of the new compacts.
"'Grow up.' is much more than a major campaign about a model series. It is a further move forward by the brand as a whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz," says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars, outlining the goal of the campaign.