Within this concept, we thought of an original and unprecedented action in cinemas for the campaign. Our idea was to explore that moment before the movie begins when people are relaxed and produce that ambient sound characteristic of several people talking. We captured this typical sound and played it just before the movie, increasing the volume slowly until it became noticeably loud. Suddenly, we lowered the sound abruptly, creating dead silence. On the screen, the Mercedes CLC drives by accompanied by only the sound of its own movement. Lettering appears “The New CLC: Provoke Silence.” In this manner, we created a unique sensory experience and bold and experimental spot.

This is an action that goes beyond the traditional media of cinema. In utilizing a meta-language imitating the reality of a movie theater and replicating this back to our public, we created a strange sensation followed by a silence that is hard to forget, a pioneering and original sensory experience that causes an impact that cannot be measured in numbers and conveys the campaign’s concept: this car’s ability to “evoke silence” when it drives by.