Mercedes-Benz: Let Them Eat Dust

A high-energy chase, peppered with comedic twists and turns, puts the tough credentials of the new Mercedes-Benz X-Class V6 on display in a spot hitting cinema and TV screens today. The spot was filmed in the photogenic surrounds of Canberra and Goulburn by The Royals in partnership with The Sweetshop, and follows the escapade of a driver being chased by a horde of overzealous paparazzi. Every time the chasing crew up the ante – from scooters to motorbikes to choppers (and some not-so-reliable canoes) – the X-Class outdoes them, and the terrain, with toughness and ease. Showing that whatever gets thrown at it, the X-Class V6 just says: “Let them eat dust.”

The campaign is supported by digital, print, radio and out-of-home advertising. “Let them eat dust” continues the theme of an evolved ‘toughness’, introduced in The Royals’ “Tough Conversations” campaign.