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Watch NBCUniversal, Mercedes-Benz, and the iconic GlamBot turn the red carpet into a playground of high-tech glamour.
Picture this - the glitz and glamour of the red carpet collide with cutting-edge automotive innovation. NBCUniversal pulled off a masterstroke by weaving the iconic GlamBot into an ad campaign for Mercedes-Benz’s all-electric EQS SUV. With E!’s familiar face, Cole Walliser, directing the GlamBot’s every move, this collaboration was nothing short of genius. The sleek, futuristic lines of the EQS met the GlamBot’s dynamic angles in a display that was as cheeky as it was sophisticated. Who knew an electric vehicle could steal the spotlight from Hollywood’s finest?
The scene opens with none other than Cole Walliser chatting with his co-host, the GlamBot, as they introduce the star of the show. For the second year in a row, Mercedes-Benz USA teamed up with NBCUniversal to amplify NBC & E!'s coverage of the 2023 Grammys and Academy Awards. The NBCU Creative Group had a blast imagining the GlamBot falling head over heels for the all-electric EQS SUV, so much so that it hilariously forgets its job of capturing slow-motion portraits of celebrities on the red carpet.
As the music played, setting the perfect tone, the GlamBot swirled around the sleek, futuristic lines of the EQS, its lens glinting with newfound affection. The soundtrack truly was the cherry on top, bringing out the best in this video. This whimsical romance between technology and automotive excellence showcased Mercedes-Benz’s innovation in a way that was both cheeky and utterly charming, proving that even a robotic camera can have a soft spot for luxury on four wheels.
Fortunately, GlamBot director and social media influencer Cole Walliser was on hand to keep his “co-director” focused and highlight the vehicle’s innovative tech and design features. In this cheeky video, it was clear that the well-thought-out advert was meticulously crafted to showcase the sleek design of the EQS SUV in the most captivating way possible. GlamBot, with its dynamic moves, and Cole, with his infectious enthusiasm, created a spectacle that was as entertaining as it was elegant.
As the GlamBot and Cole directed the car to pose for its iconic camera, the chemistry between man, machine, and Mercedes was palpable. The EQS SUV shimmered under the lights, every curve and contour highlighted to perfection. The playful banter between Cole and his robotic partner added a layer of charm to the campaign, making it memorable and delightful. This quirky yet polished presentation showcased the cutting-edge features of the EQS and also captured the imagination of viewers, proving that even the most sophisticated technology can have a fun side.
This innovative advert snagged a Platinum win at the 2024 MUSE Creative Awards in the Branded Content - Auto & Auto Services category. With its blend of cheeky charm, cutting-edge tech, and flawless execution, this campaign set a new standard for branded content in the automotive industry. The dynamic duo of Cole Walliser and the GlamBot together with NBCUniversal and Mercedes-Benz US brought the Mercedes-Benz EQS SUV to life in a way that was both fun and sophisticated, proving that when creativity and technology collide, the results are truly spectacular.
Credits
Entry Title: This Car is a Star
Company: NBCUniversal
Client: Mercedes-Benz
Winning Category: Branded Content – Auto & Auto Services
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