New key visual for the international fashion activities of Mercedes-Benz: "Pure attraction": Peter Lindbergh stages Julia Stegner and the new E-Class Coupé
Stuttgart
May 06, 2009
Irresistible fascination and sensual elegance: The official key visual for the upcoming Mercedes-Benz Fashion Week Berlin Spring/Summer 2010 presents the new E-Class Coupé of the Stuttgart-based car manufacturer as an object of desire. International star photographer Peter Lindbergh has created an impressive work of art that perfectly expresses the attraction of beauty and elegance – and thus the connection between fashion and Mercedes-Benz design. The leading role in the key visual is played by the international Mercedes-Benz fashion brand-ambassador Julia Stegner and the new E-Class Coupé. They are both surrounded by five additional women who are fascinated by the design of the new E-Class Coupé. Julia Stegner and the other protagonists are wearing exclusive evening dresses by Escada. The key visual also serves as an entry to an interactive webspecial on the E-Class Coupé.
"Elegance and style - that is the connection between Mercedes-Benz design and top-class fashion design. Since sporty Coupés embody a particularly elegant and expressive design, in our key visual we have shot the new E-Class Coupé together with top model Julia Stegner and additional protagonists", saysAnders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars. "The key visual will be further used in a webspecial, which also focuses on the attractive design of the E-Class Coupé, and is thus a component of our integrated marketing campaign." The Mercedes-Benz E-Class Coupé, which will be launched on May 9, 2009, sets new standards in design and efficiency within its market segment. With significantly reduced fuel consumption and an athletic and powerful design, the Coupé combines driving pleasure, comfort and emotionality.
The key visual reflects the scenery of a classic fashion shooting, with Julia Stegner and the E-Class Coupé cast in the limelight. They are admired by five women who have slipped into the roles of assistants on the set. "I drive a Mercedes myself, so it was a great experience for me to shoot this car with the models so that the whole thing took on a unique character, an emotional completeness full of attraction," says star photographer Peter Lindbergh. Julia Stegner is also thrilled with the idea of integrating additional women into the shooting: "Beautiful women and a fascinating car staged like this, that is pure attraction". As the international fashion brand-ambassador for Mercedes-Benz, the top model will also come to Berlin to attend the Mercedes-Benz Fashion Week Spring/Summer 2010, which will take place from July 1 to July 4, 2009 on Bebelplatz. "Attending Mercedes-Benz Fashion Week Berlin in January was a great experience, so I can hardly wait to come back this summer“, says Julia Stegner.
Interactive webspecial on the new E-Class Coupé
The international key visual also serves as an entry to an interactive webspecial on the E-Class Coupé that will go online shortly before the market launch on
May 7, 2009. At www.mercedes-benz.com/e-class-coupe users can experience the new Coupé from a variety of perspectives. Starting from the entry visual with Julia Stegner, the webspecial transforms into a new scene, where the focus is on the new E-Class Coupé, which is admired by 30 women, each carrying a digital camera. Through these cameras, website visitors can adopt each woman's perspective and thus experience different facets of the "object of desire". In addition, the webspecial features a virtual camera that each visitor can use to take pictures. These photos can be downloaded or sent free of charge. In the backstage area of the webspecial, users can glance behind the scenes of this artistic photo shooting. The encounter of these 30 women with the E-Class Coupé was staged by the Munich photographer Uli Heckmann.
In addition to the webspecial, the integrated marketing campaign includes additional communication measures which, in line with the slogan "pure attraction", allude to the passionate design of the new E-Class Coupé. These initiatives focus on print advertisements and a commercial. In the advertising composition, the fascinating Coupé is portrayed in elegant and purist surroundings. The staging and colouring underscore the powerful attraction of the new shape of the E-Class Coupé. The passion exuded by the Coupé is supported by the message: "Some cars you want. Some cars you need. Some cars you want to need". The commercial focuses on the connection between gorgeous women and thoroughbred horses, and this association is evoked by the Coupé. The commercial will be shown in German cinemas and in the Lufthansa Inflight magazine. In addition, the mobile special at www.ecoupe.mobi is an invitation to use mobile devices to experience the comprehensive information and enter-tainment offers around the new E-Class Coupé. The Coupé can also be seen live from May 9 in the Mercedes-Benz Gallery on Odeonsplatz in Munich.
Additional information on Mercedes-Benz Fashion Week Berlin Spring/Summer 2010 is available at www.mercedes-benzfashionweekberlin.com.
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