Bangkok, Thailand – Mercedes-Benz Thailand has partnered with creative agency TeamXThailand (BBDO Bangkok) to unveil its latest campaign that sheds light on the inspiration behind the discovery of a beloved Thai name, ‘Benz’.
Titled ‘Icon of Inspiration’, the campaign revolves around the idea that in Thailand, you’ll definitely meet someone nicknamed ‘Benz’, a name that holds a special significance for Mercedes-Benz. It also spotlights a charming tradition of Thais assigning English names or nicknames to their family and friends.
Thai individuals are known for their cleverness in naming traditions. Typically, newborns are bestowed with formal names at birth by temple monks but are fondly addressed by their informal nicknames in daily interactions.
In a modern trend, English names have begun to blend into this tradition, resulting in names like Pancake (a famous Thai actress) and Nescafe (a renowned Thai singer).
With hopes for great prosperity and success, many families across Thailand gave their children the name ‘Benz’ in homage to the iconic Mercedes-Benz brand, which is a poignant symbol of aspiration and achievement.
This campaign by Mercedes-Benz and TeamXThailand delves into the stories behind this latest insight and discovery. Teaming up with commercial film director Benz Thanachart from Salmon House, the campaign uncovers the stories behind individuals named “Benz.” From Carl Benz’s pioneering spirit to the dream of owning a Mercedes-Benz, each story is a testament to the enduring legacy of the iconic brand.
“In Thailand, believe it or not, everybody must have at least one Thai friend named ‘Benz’,” Thasorn Boonyanate (Pete), chief creative officer at TeamXThailand, shared.
The campaign is also part of the upcoming Thai Motor Show 2024, where Mercedes-Benz Thailand is inviting attendees to delve deeper into the narrative of ‘Benz’. From exclusive interviews with ‘Benz’ name-bearers to immersive displays celebrating the brand’s heritage, attendees will uncover the essence of inspiration behind every ‘Benz.’