The INTELLIGENT PARK PILOT makes the new S-Class ready for Automated Valet Parking - this means it’s prepared to drive driverlessly to a reserved parking space in the future via smartphone command. The brief was to advertise this car feature in an entertaining way and to create an outstanding piece that inspires people and reaches not only the S-Class target group, but a very broad target group and establishes the brand Mercedes-Benz once again as a leader of tech inovations.

The creative idea was to show what Valet Guys actually do with your car when you trust them and give them your keys: they have a lot of fun and go crazy with it! We developed three very special characters as the Valet Guys and revealed what they do when nobody is watching. But at the end the film shows that the new feature from Mercedes-Benz could make their job a little bit better in the future.

The strategy was simple: let's create a piece of film that is so entertaining that the audience starts to get excited about tech-innovations from Mercedes-Benz - and not just the car nerds, but everyone!

The work runs online, on several social media platforms, like instagram, facebook, YouTube. It was launched on March 17 and will be visible for three years. The film has a particularly cinematic aesthetic, due to the fact that it was shot on 35mm film, appears in an unusual format and is characterized by an extraordinary edit. In addition, the casting is crucial to the whole film and really helps to immerse the viewer into the world of the three characters. Production design, art direction and styling were executed with extreme attention to detail.

Despite a very small media budget, 3.3 M views on YouTube were achieved in the first week after the release. The film generated buzz on social media and was featured globally in the press.