Canadian singer The Weeknd’s big hit “Blinding Lights” serves as the title track of the German car giant first fully electric SUV, the Mercedes-Benz EQC. The Weeknd, as the “creative director” helped in advertising the just-launched “Enjoy Electric” campaign.
Universal Music Group and Brands (UMGB) supported Mercedes-Benz and its partners in choosing the ideal music artist and conceptualizing the collaboration. The lead European agency, Antoni Garage and Director Nicolás Méndez designed and executed the campaign.
“The cooperation with The Weeknd was inspiring and gave us lots of new and creative impetus,” commented Bettina Fetzer, Vice President of Marketing at Mercedes-Benz. “With The Weeknd as the creative director and performer, we are addressing young and digital target groups to a greater extent–a perfect combination for this unique Mercedes moment on the road to an electric future.”
The collaboration is a milestone for UMGB Germany as the artist, campaign, and fan-based are matched. The Weeknd is one of the famous artists in the world. He has 9 billion YouTube views, 35 billion audio streams, won three Grammy Awards, nine Billboard Music Awards, two American Music Awards, ten Juno Awards, and has been nominated for an Academy Award.
Frank Briegmann, CEO & president Universal Music Central Europe and Deutsche Grammophon: “Through this partnership, two global companies have developed a fantastic campaign in collaboration with a truly international superstar. I would like to thank Mercedes-Benz and Antoni Garage, my colleagues at Republic Records and especially, the creative genius, The Weeknd, for his confidence.”
source: YouTube / The Weeknd