A band of characters embodying schoolhouse tropes are each paired with one of the German automaker's classic cars, centering the strategic advertising push.
Now, nearly 140 years later, the automaker is presenting its latest concept car, the Concept CLA Class, which is fully electric with futuristic, free-flowing features like a full dashboard screen and an onboard “digital brain” supercomputer running digital functions, with AI and machine learning integrated as well, according to“When the world asked for faster horses, we invented a new class,” says a voice in the promotional video.
In the campaign video at hand, as well as in its corresponding photo shoot, the students, who run the gamut of high school archetypal characters – athlete, nerd, class favorite, cool guy and the prom queen – surround the new model, as well as multiple vehicles from the company’s past as if they are another member of the titular “class.” The push winks at the word, which is typically associated with the brand.
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