Nicki Minaj Stars in New Mercedes A-Class Campaign

Mercedes-Benz is launching an ad campaign for the new A-Class, featuring Tidal artist-owner and global superstar Nicki Minaj.

The international campaign focuses on the slogan “The new A-Class. Just like you” and highlights how the A-Class is the ideal vehicle for the lifestyle of urban, digital savvy, and connected people. A television spot has been produced for the campaign, titled “Like you,” and begins with the A-Class acting like a conventional car. Mercedes then introduces the car’s intelligent voice control and how the driver can use a smartphone to unlock and lock the car.

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Tying in its relationship with Tidal, Minaj then suddenly appears in the front passenger seat of the A-Class, with her music playing through Tidal. The German automaker says that by the end of 2018, the A-Class will have Tidal integrated in all vehicles.

The campaign also involves social media videos and posts designed to raise curiosity about the A-Class. Three short films will focus on addressing a young, urban public, highlighting the new Mercedes-Benz User Experience (MBUX) and the new-generation Mercedes-Benz Intelligent Drive.

“The A-Class is the most successful model in our compact car generation with more than three million units delivered since its market launch in 2012, it has significantly contributed to a more youthful and modern Mercedes-Benz brand image. The average age of customers in Germany has fallen by 10 years, and in China around one third of all buyers are below 30 years of age. We want to build on this success with the fourth generation of the A-Class, which intelligently unites and redefines lifestyle and digitalization,” said Dr. Jens Thiemer, vice president marketing Mercedes-Benz Cars. “With our campaign, we stage the vehicle in a progressive and eventful way and highlight the digital product highlights such as real-time parking or the high customizability of the vehicle interior. The campaign thus reflects our philosophy of ‘human centered innovation’.”