Stories of a new generation will be told by the end of the year with more than 100 video sequences and over 90 lifestyle and product photos.

"'Grow up.' is much more than just a major model series campaign. It is another push of 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, about the intent of the campaign. "With 'Grow up.', we reinterpret traditional values and attitudes towards Mercedes-Benz, while showcasing their modern-day interpretation and relevance within generations X and Y. Realised in collaboration with our agency antoni, 'Grow up.' is an unconventional campaign, which, in terms of its consistent digital focus and the mechanics of its content, does not immediately come across as advertising".

At the heart of the campaign are five films, which embody the five models of the family of compact cars on the campaign hub www.mercedes-benz.com/growup. They tell stories about young people and growing up in the modern world with all its highs and lows. For example, one film tells the story of two girlfriends, who after a fight and months of silence realise that true friendship is a precious commodity that also survives difficult times.

US rapper A$AP Rocky typifies this attitude towards life of the new generation of young adults. The film for the CLA Coupé presents the untold story of his rise as a musician and fashion icon from Harlem to the stages of the world. "There have always been setbacks in my life. The only thing that matters is that you don't surrender and always bounce back", says A$AP Rocky.

Other protagonists of the films are actress Lucy Walters, actress and producer Julia Morrison, actress and director Anna Zahn, actor John Rue known from "House of Cards", and photographer Alice Moitié. The 25-year-old French woman is also responsible for the imagery. With her preference for a new kind of vintage aesthetics, she is a fit for the message of the campaign. The campaign starts with a TV spot in early March, which whets the appetite for more with a "best of" compilation of the five films.