Mercedes-Benz launched its Grow Up campaign in early 2017, telling the stories of what it means to grow up in the new generation, such as: Grow up. Get a Job. Settle Down, and more.
The instalments, targeted towards ‘people caught between the coolness of adolescence and the squareness of adulthood’, reflect the everyday concerns of younger generations. These stories address the unrealistic expectations towards love, family life and career progression, to create an aspirational but realistic image of adulthood.
Recognisable faces in the ad campaign, i.e. A$AP ROCKY, sympathise with the struggles faced by Gen Y. This enables the brand to reposition itself in the minds of this young audience.