Mercedes-Benz — Care For What Matters

The „Care For What Matters“ campaign redefined how luxury can speak to universal values. Launched during the 2020 holiday season, this global initiative set out to deliver an impactful message: to focus on what truly matters and care for those close to us.

The campaign embraced the theme of genuine connection, presenting the S-Class not only as a status symbol but as a vehicle for meaningful moments. With its unparalleled safety features, the S-Class becomes the ideal companion, protecting what’s most important while keeping loved ones safe on every journey.

With global superstars like Alicia Keys, Lewis Hamilton, and Roger Federer sharing their personal stories, the campaign achieved a rare authenticity. Each piece — from cinematic visuals to intimate moments — was crafted to underline the S-Class’s commitment to what truly matters.

The campaign unfolded as an extensive 360-degree experience. In addition to the main film and a photo series, the documentary featuring Alicia Keys brought an intimate and reflective dimension to the narrative.

Through her voiceover, Alicia shared her journey of self-discovery, the importance of trusting one’s inner voice, and how creativity thrives in moments of uncertainty. She also spoke about the small, often overlooked moments — checking her kids’ homework or spending quiet time with her husband — that hold the greatest meaning. It’s these moments that matter most, and the S-Class is built to care for what matters.