Mercedes-Benz showcases its new S-Class in a new commercial by antoni GmbH Berlin, titled “King of the City
The spot uses the lion (considered the king of animals) as a metaphor for the alpha animal in the business world:
the executive of a successful company. His day, however, doesn’t seem too successful, jusdging by all the mishaps
happening throughout the day, from technical issues during a meeting, to an accident with a cup of coffee that ended with his white shirt stained. After work, he gets into the new S-Class and his bad mood vanishes thanks to the car’s Mood Changing Technology, the ENERGIZING comfort control, which adapts the temperature, fragrance, lighting mood, seats, music and many other components to the driver’s wishes and improves the mood. As the ad continues, the lion’s entertaining drive through the night is seen, at the end of which he arrives home, where his lioness is waiting for him, in a good mood.
The commercial, soundtracked by Jay Price’s “Bulletproof” and by another song, most probably one specially composed for this ad campaign, ends with the onscreen lines “The new S-Class. Feel Intelligent Drive”.