Mercedes tells paparazzi to ‘eat dust’ in high speed chase commercial

Mercedes-Benz has launched a new commercial which tells the paparazzi to “eat dust” as it promotes its new X-Class V6 model.

The ad, which was created by The Royals, features paparazzi chasing the X-Class V6 model and struggling to keep up with the powerful car.

Throughout the ad, paparazzi are seen pursuing the car on motorbikes, in helicopters, while running, canoeing, and resorting to camouflage tactics.

Diane Tarr, managing director at Mercedes-Benz Vans Australia and New Zealand, said in a statement: “This is the third vehicle launch for Mercedes-Benz Vans in less than a year, and the energy of this spot is a reflection of the exciting 12 months we’ve had.

“As a German automotive brand launching a new ute into one of the world’s largest ute markets, it was extremely important that we created a campaign that launches the X-Class V6 into the Australian and New Zealand markets with immense pace and power, showcasing how well it can tackle our local terrain while turning heads at the same time.”

The ad will be airing on television, in cinemas, outdoor, print and radio.

Andy Jones, creative director at The Royals, added: “The X-Class V6 is an awesome vehicle, so we were excited when Mercedes-Benz Vans came to us to bring a local campaign to life.

“Bringing some sophisticated style to the blokey 4×4 ute category was a lot of fun, and we couldn’t have done it without the teams at Mercedes-Benz Vans and The Sweetshop.”


  • Client: Mercedes-Benz Vans Australia & New Zealand
    Managing Director: Diane Tarr
    Head of Product Management & Marketing: Sabine Wagner
    Senior Marketing Specialist: Michelle Reddington
    Senior Marketing Specialist NZ: Kirsty McHugh
  • Agency: The Royals
    Executive Creative Director: Nick Cummins
    Managing Partner: Andrew Siwka
    Creative Director: Andy Jones
    Senior Broadcast Producer: Brenton Matulick
    Senior Planner: Heleen Hidskes
    Group Account Director: Clara Tang
    Account Director: Jade Mittermair
  • Production house: The Sweetshop
    Director: Noah Marshall
    Producer: Llew Griffiths/Allison Lockwood
    Executive Producer: Edward Pontifex
    Managing Partner: Wilf Sweetland
    DOP: Germain McMicking
    Art Director: Jen Waters
    Editor: Tim Mauger, The Editors
    Colourist: Tom Poole, Company 3
    Post Production: The Editors, Melbourne
    Sound: Risk Sound
    Casting Director: Allison Meadows, Mullinars Casting
    Music: Level Two Music

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