Mercedes-Benz showcases the 2020 GLE in an emotional 4-minute film, that presents the new SUV as a modern family car and a strong companion in all circumstances.
The spot, titled “In The Long Run,” features the Olympic triathlon champion and two-time winner of Ironman Hawaii Jan Frodeno, who is also a Mercedes-Benz Brand Ambassador, as Susan Larsen, a former mountaineer and mother of two, who stayed in coma after a heavy fall and is now preparing to take part in her first triathlon. Before the race, she asks her teenage daughter if she wants to come, but is met with a refusal. As her mom is competing, the girl, who remained at home, browses old albums and finally decides to go and wait for her mother at the finish line. Her father gives her a ride with the family’s Mercedes-Benz GLE, which features the new infotainment system MBUX – Mercedes-Benz User Experience.
Created by German agency Antoni Garage and directed by Swedish filmmaker Niclas Larsson, the commercial features the song “Cold Little Heart” by Michael Kiwanuka and introduces the tagline “All Kinds of Strength”. The end of the video sees the mother and daughter hugging each other and the onscreen line “For all the miles that make you stronger. The new GLE. All kinds of strength”.