Wearing the tagline “Luxury for every age”, the new Mercedes V-Class campaign shows how parents appreciate the van’s design, its five-star safety rating and smart technology while the kids get joy from the electric doors, USB ports and cavernous interior.

It is all wrapped up by The Royals agency in some simple yet effective camerawork and some neat script used to support the video-on-demand, print and outdoor program.

Media publication Mumbrella found that the colourful, handwritten font used in the campaign is close to the family theme, being the work of the seven-year-old son of the creative agency’s executive creative director, Stu Turner.

Mercedes-Benz Vans marketing and PR manager Blake Vincent told Mumbrella: “We loved The Royals’ idea of a competing narrative between an adult perspective and a child’s-eye view from the start. 

“It’s such a fun play on the conventional, serious male voiceover of car ads, while allowing us to explore the V-Class’s features in a memorable and detailed way. 

“The result is just as playful and original as we’d hoped.”

Mr Turner said: “Seeing the new V-Class through the eyes of a child was just a lovely way, we thought, to communicate the modern luxuries and capabilities of the vehicle. 

“While some might see ultra convenient, electric and silent sliding doors, the more discerning passenger sees a space-station airlock. We are so excited to see this campaign lift off.”

The Mercedes-Benz V-Class campaign is aimed at positioning the eight-seater van as the perfect option for large families by showing its luxury and comfort through the critical eye of the passenger – an eight-year-old girl.

In addition to video-on-demand (BVOD) and digital video, the campaign consists of social, digital, point-of-sale and a partnership with lifestyle website Mamamia, including podcast and editorial coverage.

By Neil Dowling