Sustainability Goals Take Center Stage in Mercedes-Benz's 'Land. Sea. Air.' Campaign
April 14 2023,
When it comes to sustainability in the automotive industry, few brands can match the progressive efforts of Mercedes-Benz. The luxury automaker has been pushing for more environmentally-friendly alternatives for years, from electric and hybrid vehicles to renewable materials in car production. And to further highlight its commitment to sustainable goals, Mercedes-Benz has launched a new campaign called "Land. Sea. Air." that puts its ambition in the spotlight.
The "Land. Sea. Air." campaign is all about promoting resource conservation, recycling, and CO2 neutrality, three pillars of Mercedes-Benz's sustainable business strategy. The campaign is anchored by a visually stunning main film that depicts the brand's historic symbol of the Mercedes star, reinterpreted for modern times. The star now represents the responsible handling of earth, water, and air elements - three essential resources that Mercedes-Benz aims to protect through its sustainable efforts. The film's clear messages drive home the message that sustainability is a priority for the brand and that they're committed to making a positive impact.
“Today, as then, the Mercedes star stands for our unique history, the pioneering spirit that characterizes the brand and the constant innovative strength that makes the start of a new era of mobility possible. This is illustrated by the slogan ‘It’s a sign of new times’. The campaign once again visualizes that, for us, luxury and sustainability belong together, surprising with emotional charisma,” said Bettina Fetzer, Vice President of Communications and Marketing at Mercedes-Benz AG.
But what does that commitment look like in real terms? By 2030, Mercedes-Benz aims to go fully electric, with electric vehicles projected to make up more than half of its sales. Moreover, the brand plans to reduce the CO2 footprint per car by more than half compared to 2020. This isn't just talk - Mercedes-Benz has already started taking action towards its targets with the launch of models like the EQS electric SUV and the more recently released EQE. The EQS, in fact, is a new benchmark for sustainable luxury in the automotive industry, with a range of innovative features that make it both eco-friendly and opulent.
But Mercedes-Benz isn't stopping at just making electric vehicles. The brand is pursuing a holistic approach to sustainability, taking into account the entire lifecycle of its cars. This includes investing in renewable energy sources for its production facilities, transitioning to recycled materials in car production, and ensuring that end-of-life vehicles are responsibly handled. Mercedes-Benz's ambition for a fully electric mobility future, known as Ambition 2039, represents a comprehensive plan for the brand to do its part in preserving the planet.
'Land. Sea. Air.' is more than just an ad campaign for Mercedes-Benz; it's a testament to the brand's long-standing commitment to sustainability. By focusing on resource conservation, recycling, and CO2 neutrality, the campaign highlights the pillars of Mercedes-Benz's sustainable business strategy, which will serve as guidelines for the brand as it continues its electric journey. The Mercedes star may have undergone a modern interpretation, but the brand's core values of innovation, quality, and sustainability remain unchanged.
