"As part of its ground-breaking interactive experiment, Mercedes-Benz ran three separate commercials during this weekend's instalments of The X Factor. In the first - broadcast at 8.10 pm on Saturday - viewers learned that the authorities in an unnamed European city (that looked a lot like Lisbon) were trying to prevent a British musician (who looked a lot like the rapper Kano) from performing at a secret gig."
"As part of its ground-breaking interactive experiment, Mercedes-Benz ran three separate commercials during this weekend's instalments of The X Factor. In the first - broadcast at 8.10 pm on Saturday - viewers learned that the authorities in an unnamed European city (that looked a lot like Lisbon) were trying to prevent a British musician (who looked a lot like the rapper Kano) from performing at a secret gig."
Mercedes-Benz ran three separate interactive commercials during weekend episodes of The X Factor. The first commercial aired at 8.10 pm on Saturday. The advertisement depicted authorities in an unnamed European city that visually resembled Lisbon attempting to prevent a British musician from performing. The musician bore a resemblance to the rapper Kano. The narrative framed the performance as a secret gig threatened by suppression. Visual and narrative cues emphasized urban setting and tension around musical expression. The commercial formed part of a broader interactive experiment spanning multiple ads within the broadcast.
Read at The Drum
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