Class Coupé, the top of Mercedes-Benz range models, is shown with the work of Roe Ethridge, photographer and artist. The S-Class is a stylistically confident presence, playing with exclusive furnishings and sporting attitude. The design awards the classic proportions of a Coupe combined with a modern luxury, technologically advanced. The focus of the campaign is on Tilda Swinton, style icon and artist worldwide, who perfectly interprets the new S-Class Coupé. The campaign is created by Roe Ethridge, photographer, artist and American filmmaker, whose works have been exhibited at the Museum of Modern Art (MoMa). In addition to Ethridge, Swinton has hired as responsible for the styling of the advertising campaign the fashion designer Haider Ackermann, his companion and longtime collaborator. The cameraman Andre Chemetoff has filmed the video of the campaign in Scotland with the creative team. Together, they created a compelling campaign with a short film by pace reminiscent of one of the classic films of John Buchan. The story reveals a surreal flavour, stimulating the imagination of the finest spectator. The design of the Concept S-Class Coupé, with its sensuous clarity and sporty, classic proportions, is almost unchanged in the new series-production S 500 4MATIC Coupé. The two-door car is given its sensuous nature with the aid of convex and concave surfaces. Its sculptured appearance gives it classic elegance which forms a perfect symbiosis with its modern, progressive design idiom.
Marco Magalini speaking 30 June 2014 / © All rights reserved