The G-Class Goes Electric in Nina Holmgren’s ‘70s Space Opera for Mercedes-Benz
Set in May 4th 1979, the spot opens on a family of three eating microwavable tv dinners, channel surfing, until a trailer featuring the G-Class Concept EQG catches the son’s eye. He’s immediately transported through the screen and dropped into the nostalgia infused sci-fi world of 'Future 2021.'
The omniscient voice-over propels the story forward asking the viewer to imagine a world in the future, where an electric powered vehicle will take you to a world beyond your imagination. From there, we’re introduced to the electric G-Class concept car, a stylish cast of characters and a world where humans and robots live in harmony.
The spot, helmed by Nina Holmgren is a master class world building, artful attention to detail and confident command of tone. From the retro-futuristic sets, costumes and styling, to the tasteful use of graphics and visual effects, the film flips the car commercial on its head, delivering something fresh, witty and wholly original. It’s understated and self-aware while also viewing technology through an optimistic, human and humorous lens. The film successfully conveys the message of the G-Class as a conduit to adventure and the better days ahead powered by an all-electric future. Anorak via Antoni Berlin produced the film.
Featured Companies: antoni GmbH
Directed by: Nina Holmgren
Production Company: Anorak
Executive Producer: Christoph Petzenhauser
Producer: Toni Jaschke
DOP: Mauro Chiarello
Production Design: Robin Brown
VFX: Time Based Arts
Edit: Janne Vartia
Category: Automotive , Cars
Genre: People , Storytelling