LOTUS :

LOTUS ROOTS

CATEGORY :

FILM LOTUS

ENTRANT COMPANY :

BBDO BANGKOK LIMITED, BANGKOK

TITLE :

THE MEANING OF BENZ

BRAND :

MERCEDES-BENZ

ADVERTISER :

MERCEDES-BENZ THAILAND

AGENCY :

BBDO BANGKOK, BANGKOK

CHIEF CREATIVE OFFICER :

THASORN BOONYANATE

CREATIVE DIRECTOR :

PRATCHYA VILAIPOL

ART DIRECTOR :

PEERA LIANGJAI

COPYWRITER :

PRAME POOSOONTORNSRI

EXECUTIVE PRODUCER :

TOUNGRAK JIRAVATANARUNGSRI

AGENCY PRODUCER :

PARAMEE SOONTORNWUTTINUN

PROJECT MANAGER :

KANOKWAN KAEWKERN

CLIENT SERVICE DIRECTOR :

SIRIMANAT RUNGHIRUNSKUL/ARUNEE RUEANGWATTANAPORN

ACCOUNT DIRECTOR :

ANNA CHUAPRAMONG

ACCOUNT EXECUTIVE :

THANYAMAS CHANCHAIWAT/PITCHAYAVEE YOUNGPRAYOTE

STRATEGIC PLANNING DIRECTOR :

PRASIT KUNANUPHANCHAI

STRATEGIC PLANNING MANAGER :

CHANAPA KONGVARANONT

FILM PRODUCTION COMPANY :

SALMON HOUSE, BANGKOK

DIRECTOR :

THANACHART SIRIPATRACHAI

DIRECTOR OF PHOTOGRAPHY :

TANAPOL KEAWDANG

ASSISTANT DIRECTOR :

ANUSARA KORSAMPHAN

FILM PRODUCER :

PAWEENWAT TANGPIMAI

PRODUCTION HOUSE CREATIVE :

VICHAI MATAKUL/SUPATCHA SKULTECHATANA/
CHAYAKORN CHAROENSUK

EDITOR :

THEERAPAT WONGPAISARNKIT

COLORIST :

UDOMSAK THONG-IN

AFTER EFFECT :

PRAPATSORN UPARSIN

SOUND PRODUCTION COMPANY :

ZEALOTS BOUTIQUE, BANGKOK

CULTURAL CONTEXT EXPLANATION :

This campaign taps into unique cultural insights in Thailand, where unlike other countries that refer to the luxury car as 'Mercedes,' locals affectionately call it 'Benz.' Naming is profoundly significant in Thai culture, with parents choosing names with auspicious meanings to shape their child’s future, often consulting monks for the most fortuitous names. The nickname 'Benz' is particularly popular, symbolizing success and luxury, attributes strongly associated with Mercedes-Benz. This reverence is bolstered by the brand’s storied presence in Thailand since 1904 and its historical ties to the royal family.

"The Benz Effect" campaign harnesses this cultural perspective by bringing together individuals named 'Benz' to share their connections with the brand, emphasizing the name's cultural importance and the brand's deep influence on personal aspirations. Distinct from typical car ads focusing on aesthetics and features, this campaign offers a novel narrative at the Motor Show, highlighting personal stories and emotional ties to the brand. This approach resonates uniquely in the Thai context, making the campaign particularly impactful.

ENGLISH SYNOPSIS :

The film is about Thai people named 'Benz' and their connection to the Mercedes-Benz brand. It shares their stories about the origin of their name and dreams about their ideal Mercedes-Benz car. Interestingly, the film does this without showing any cars. It focuses on the people and their feelings about the brand, showing how it's a big part of their identity. This approach is different from usual car ads and makes the film special. It's a touching story about names, dreams, and how a brand can mean so much to people.

ENGLISH CONTEXT EXPLANATION :

In Thailand, naming culture is deeply significant, even for nicknames. Some parents ask monks to select names to ensure good omens. The nickname 'Benz', inspired by the stature of Mercedes-Benz, is incredibly common. The brand's prestigious reputation in Thailand was established in 1904 when the first Mercedes-Benz was introduced as the King's royal car, marking it as a symbol of premium luxury and high status. Hence, parents name their children ‘Benz’ hoping they will embody the brand’s esteemed qualities.

Nearly everyone knows someone named ‘Benz’, especially among Generations X and Y, the target audience of this campaign. Its popularity partly stems from how Thais refer to Mercedes-Benz as 'Benz', unlike the rest of the world, which generally uses ‘Mercedes’.

The campaign leveraged this cultural backdrop to deepen Mercedes-Benz’s resonance within Thai culture, enhancing its prestigious legacy by weaving personal heritage and aspirations into a compelling brand narrative.

URL :

https://www.youtube.com/watch?v=HpB8bfblats&t=21s