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."
With its scope and nature, the collaboration represents a milestone for UMGB Germany. The artist, campaign and fan base are closely linked. The Weeknd is one of the world's most successful artists with 9 billion YouTube views and 35 billion audio streams. In addition to three Grammy Awards, he has also won nine Billboard Music Awards, two American Music Awards, ten Juno Awards and has been nominated for an Academy Award.
Frank Briegmann, CEO & president Universal Music Central Europe and Deutsche Grammophon: "Through this partnership, two global companies have developed a fantastic campaign in collaboration with a truly international superstar. I would like to thank Mercedes Benz and antoni garage, my colleagues at Republic Records and especially, the creative genius, The Weeknd, for his confidence."