Kimi Antonelli stars in campaign for the all-new electric GLC, and the GLB campaign features fluffy friends

Mercedes‑Benz is launching two new campaigns that bring its “Welcome home.” brand promise to life. The campaigns showcase two SUV models – the all-new electric GLC and the all-new electric GLB – each telling a human story of comfort, the feeling of belonging and how Mercedes‑Benz vehicles become companions in everyday life.

The brand stands for engineering excellence, iconic design and safety, characteristics of both the new GLC and the new GLB. Above all, every model is instantly recognisable as a Mercedes‑Benz thanks to the feeling of comfort and quality – an unmistakable and intuitive experience inside the car. “Welcome home.” captures the feeling every Mercedes‑Benz creates – whatever model or drivetrain customers choose.

The GLC campaign: “There's always a place for a smoother pace”

Mercedes‑AMG PETRONAS F1 Team driver Kimi Antonelli is the star of the new brand campaign for the all-new electric GLC. The short film captures a touching moment as Kimi embarks on a serene drive with his father Marco through sunset-lit roads. What begins as a charged moment – with Kimi's mind still focused on his racing commitments – transforms into a genuine moment of connection and respite in the new Mercedes‑Benz GLC through the car’s outstanding ride comfort and beautiful interior features. The film can be seen on YouTube.

The campaign centres on a single, character-driven narrative that showcases the electric GLC through lived experiences rather than a list of specifications. Each product feature – the exceptional driving dynamics and acoustic comfort, SKY CONTROL panoramic roof^[1], intelligent Blind Spot Assist^[2], restorative massage seats1, intuitive MBUX Virtual Assistant^[3], and the new iconic illuminated grille – emerges naturally within the story. Together, they provide occupants with comfort, a sense of connection and an effortless feeling of belonging.

The all-new electric Mercedes‑Benz GLC

For many years, the GLC has been the most popular model from Mercedes‑Benz, repeatedly topping the charts as the brand’s bestseller worldwide. Now, customers can look forward to a fascinating new model joining the range: The all-new electric GLC combines the reliability and elegance of Mercedes‑Benz with cutting-edge electric-drive systems and intelligent, intuitive software. Designed to adapt effortlessly to diverse needs and lifestyles, it continues the GLC legacy in electric form – iconic, versatile, intuitive and smooth. More information on the all-new electric GLC can be found here.

The GLB campaign: “Where everyone feels safe”

Another family story unfolds in the campaign for the all-new electric GLB. The short film centres on a girl and a boy and two fluffy toy companions that have been spontaneously acquired from a fairground outing, which they insist on bringing home. The 40-second spot tells a story that resonates with families everywhere: how the right vehicle helps manage the unexpected, charming moments of family life. The film can be seen on YouTube.

The campaign positions the GLB as the versatile everyday hero, showcasing how intelligently designed and thoughtful features make daily life easier. One feature shown prominently is the Manoeuvring Assist1^,[5] – and the film makes it immediately clear that this technology is anything but a gimmick. On the contrary, it has a very practical purpose – making everyday life easier and safer for the customer’s family. Here too, “Welcome home.” comes to life: the GLB is the perfect companion that transforms chaos into capability, a space where families belong.

Both films balance authentic storytelling with clear product moments, bringing a touch of humour and warmth into the stories through two different family moments. The GLC and GLB campaign films can be seen on YouTube.

The all-new electric Mercedes‑Benz GLB

Intelligently designed with generous space for up to seven people, the all-new GLB combines striking off-road design with true functionality. The high-quality, radically redesigned interior with its new MBUX Superscreen sets new standards. The GLB is more than just a vehicle; it is a versatile everyday hero, offering room for spontaneity and going far beyond pure practicality. As an intelligent companion, it supports its driver in a highly intuitive way – just get in and drive off. And its distinctive new look gives it a confident and charismatic aura. More information about the all-new GLB can be found here.

Campaign details & timeframe

The global brand campaigns for the GLC and GLB will launch in mid-March. Both will run across the Mercedes‑Benz channels with market specific roll-out dates. The content extends from social media assets and TVC to various video formats starring Mercedes‑AMG PETRONAS F1 Team driver Kimi Antonelli. Additionally, campaign visuals with Kimi and his father Marco will be activated in print publications.

Credits GLC and GLB Campaigns:

Idea, concept and realisation: team x

• Production: BWGTBLD
• Director: Caroline Koning

Director of Photography: Hollie Fernando 
Music: Gustav Karlström

Mercedes-Benz anniversary year “140 years of innovation”

Since Carl Benz filed the patent for the first automobile 140 years ago and Gottlieb Daimler built his motorised carriage shortly afterwards, Mercedes-Benz has dedicated itself to constantly innovate and to create the world’s most desirable cars for customers. This ambition has driven every innovation – from the world's first automobile in 1886 to today's intelligent and safe electric vehicles, like the all-new GLC and the award-winning all-new CLA. With the new S-Class, the company continues the biggest product launch programme in its history. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement – it creates the unmistakable feeling that leads through everything Mercedes-Benz does: Welcome home.

Mercedes-Benz is celebrating 140 years of innovation by driving three new S-Class saloons on a trans-continental journey to 140 locations worldwide. Each place highlights the brand’s technology, heritage, pioneering spirit and worldwide presence. Along the way customers, fans and colleagues will get to join in the celebrations - on an epic adventure that will run until October. Follow the “140 Years. 140 Places” drive across six continents on our “140 years of innovation | Mercedes-Benz Media” special and via the Mercedes-Benz Community.

^[1] The availability of the equipment, functions, features and services shown depends on the respective vehicle model, the individual configuration and the respective market.

^[2] Our driver assistance and safety systems are for assistance, and do not relieve you of your responsibility as the driver. Please take note of the information in the Owner’s Manual and the system limits described in it.

^[3] To use the Digital Extras, you must create a Mercedes me ID and agree to the Terms of Use for Digital Extras and the Mercedes me ID Service Terms in their applicable versions. In addition, the respective vehicle must be linked to the user account. After the limited term expires, the Digital Extras can be extended for a fee, provided they are still offered for the corresponding vehicle. Described features are part of the Digital Extra “MBUX Voice Assistant”.

^[4] The specified values were determined in accordance with the WLTP (Worldwide harmonised Light vehicles Test Procedure) measurement method. The ranges given refer to ECE markets. The energy consumption and CO₂ emissions of a car depend not only on the efficient utilisation of the fuel or energy source by the car, but also on the driving style and other non-technical factors.

^[5] Our driver assistance and safety systems are for assistance, and do not relieve you of your responsibility as the driver. Please take note of the information in the Owner’s Manual and the system limits described in it. Driver remains responsible to always monitor the parking process and surroundings.