We have experienced dozens of brand and product launches. Much of the time, we are not impressed. Small baby-steps, same-old-same-old, reiterations of existing and stale ideas, broken brand promises, confusing off-brand presentations, mind-numbing marketing-speak, boring PR. Blah blah blah.
No matter how much we are lavished and pampered with free trips and swag, if we are not impressed, we are not impressed, and we will not write about it. If it’s not cool, it’s not cool. Simply, if it does not resonate with us, we will not write about it.
That is the integrity you our readers expect of us, and we expect it of ourselves, too. So, when we sometimes do publish a sponsored post, we always make it clear that it is a sponsored post. This is not one of them.
We’ve attended Mercedes launches before and not written about them. But this time, they got us excited! The last few days in L.A. have shown us that Mercedes is serious about creating cool concepts and producing cars that are more edgy, sporty, cool and engaging for a younger audience, a group whose language they have not spoken before.
Mercedes launched this new car in a way they have not launched before. They understand that street art matters and they enlisted Mike D of the Beastie Boys to bring into this international meeting point of the avant garde his favorite artists and musicians, including Benjamin Jones, Mike Mills, Tom Sachs, Lauren Mackler from Public Fiction, Sage Vaughn, Isaac from Still House Group, Peter Coffin, Roy Choi and Will Fowler.
Mercedes had the new car as part of an installation with headphones you listen to while the lights above created a light show on the car, bathing the “new baby” in a cool artistic shower. Very impressive.
We have been to many, many car launches before and they are mostly boring. This one was different and interesting, with lots of talking points and lots of ways to engage the audience.
Here's a video of what the exhibition looks like. Go visit it while it’s still on! - Bill Tikos
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