Mercedes-Benz in collaboration with Ace Norton, Homer Hans Bryant, and Sandy Liang created Midnight in Stuttgart, a a short film that mixes music, with contemporary dance, ballet, and old cars. The result is indeed spectacular and can be watched below.
In the less than three minutes video, we see the the futuristic interior of the Mercedes Benz museum where we are presented with the history of the brand in dance and ballet steps. Firstly, however we see a security guard closing the showroom and going to his little cubicle to listen some music in his headphones. As you might imagine, he falls asleep. As if someone gave them a sign, the mannequins in the museum come to live and start dancing. They are only interrupted when the security guard wakes up and checks to see we is the noise coming from – now the dancers became once again mannequins and the guard makes a selfie with a vintage car.
Ace Norton is known in the showbiz industry for creating more than 80 music videos and ads for brands like Dell, Coca-Cola, T-Mobile, and Orbit.
The dancers wore clothing from Sandy Liang’s Spring/Summer 2016 collection and the contemporary dance was choreographed by Homer Hans Bryant. It is worth mentioning that all the dancers were chosen from The Chicago Multi Cultural Dance Center (Imani Arnett, Devin Buchanan, Megan Chiu,Camryn Hutchinson, Nia Parker and Zaria Walker, the security guard being played by Cornelius Nieden, an actor with the Lindenhof Theater from Melchingen).
It’s nice to see from time to time an ad that doesn’t necessarily focus on their product but tries to offer a frame, include it into the bigger picture. Midnight in Stuttgart isn’t about selling cars or promoting a brand but about the joy of life (and dance), the energy and the color. Although, I’m not a fan of the brand, if I ever visit the German city, now I know the museum is open (and looks awesome) to the public.
This is not the first time Mercedes mixes fashion with cars. To read and see more of their previous shows go here.