ROADS

With China's strict advertising and censorship laws, Mercedes Benz' famous tagline "The Best, or Nothing" could not be translated directly into Chinese. So when Mercedes needed to launch their brand line we needed a softer way in that would retain all of the industrious and uncompromising meaning of the Germanic brand. Mercedes in China also suffered a huge problem in that its imagery was very old and elite -  essentially Mercedes was about the S-class to be driven by old tycoons (or their drivers). But the reality is that S-Class is a small fraction of sales and the other models from A to E and SUVs were now best in class. So the resulting film is a tribute to Chinese people in all walks of life endeavouring down whichever road they are on. Bob Dylan, by the way, is one of the few western stars that almost everyone of every age in China will have heard.