BERLIN — Canadian singer, songwriter and producer The Weeknd has added "creative director" to his résumé in helping to create the just-launched "Enjoy Electric" advertising campaign for Mercedes-Benz's EQC, the German car giant's first fully electric SUV under the EQ brand. The Weeknd's new single "Blinding Lights" serves as the title track for the international campaign.
Antoni Garage, the lead European agency for Mercedes-Benz, and director Nicolás Méndez designed and implemented the campaign. Universal Music Group and Brands (UMGB) provided Mercedes-Benz and its partners with support in choosing the ideal musical partner and determining the details of the collaboration.
"The cooperation with The Weeknd was inspiring and gave us lots of new and creative impetus," commented Bettina Fetzer, vp of marketing at Mercedes-Benz. "With The Weeknd as the creative director and performer we are addressing young and digital target groups to a greater extent – a perfect combination for this unique Mercedes moment on the road to an electric future."