DISCOVER THE PERKS

Challenge: Appeal to millennials, who are new to the car-buying marketplace and influenced by different approaches than their parents or grandparents. Highlight leasing as an option.

Solution: We created a lively, engaging television spot featuring “Austin,” a millennial hipster who has recently leased a new Mercedes-Benz. The Austin ads have fun with the character, while highlighting Mercedes-Benz of Eugene as a brand that is appealing and youthful. The experience of having a Mercedes, Austin discovers, comes with a lot of perks.