Mercedes-Benz C-Class Wagon

“The Big Reveal”

What’s the first thing you think of when you hear the words “Station Wagon?” For most people it’s that old, brown and beige paint job with wood paneling down the sides. The thing is, Canadians actually like the idea of wagons but they want something a little more sporty and aesthetically pleasing. The Mercedes-Benz C-Class Wagon is that and much more, essentially redefining what a wagon is.

“The Big Reveal” brings together 2 insights. 1) People think wagons are old and lame, and 2) for some reason, most drug dealers in movies drive Mercedes-Benz vehicles. By combining these 2 insights, we were able to introduce the C-Class Wagon in a way the consumer does not expect.