The CLA Project
The Mercedes-Been CLA is for a new generation of drivers, so we invited Casey Neistat to document the making of something he’s never done before: a car commercial
Mercedes-Benz created the $29,900 CLA in 2013 to bring a new generation of younger Mercedes owners into the brand.
We worked with then-new YouTube filmmaker Casey Neistat to create a totally new kind of car commercial for this totally new Mercedes. Casey created four videos for us over a five month span, the first three of which document the process and hijinx of creating the final video, the commercial itself.
Part 1 of 4. An explanation
Part 2 of 4. Research
Part 3 of 4. Shoot the Commercial
Custom Dynamic Experience (created with Microsoft) that tells the story of Casey’s process.
"Yes, this is definitely a car commercial, but it's not a stuffy luxury car plug by a mile. It's fun, it's frenetic, and it'll probably turn you on in that way that movies about renegade hackers and underdog football teams make you want to break stuff. This ad doesn't make you want to be richer—it makes you want to have fun."
-Mario Aguilar, Gizmodo
Results
"Yes, this is definitely a car commercial, but it's not a stuffy luxury car plug by a mile. It's fun, it's frenetic, and it'll probably turn you on in that way that movies about renegade hackers and underdog football teams make you want to break stuff. This ad doesn't make you want to be richer—it makes you want to have fun." — Mario Aguilar, Gizmodo
7.5 million earned views on Casey’s channels alone
Featured in USA Today, Business Insider, Gizmodo, Fstoppers, Uncrate, Medium and on Bloomberg TV.