Complementing the 2014 Mercedes�Benz CLA's "Breakthrough" campaign, Cond� Nast Media Group created a first-to-market execution, which related the brand's messaging in a uniquely digital way. We began with a publication-specific "advertorial," which lived in a contextually relevant editorial environment. For example, in Glamour: Breaking the boundary between foundation and powder, or in WIRED: Breakthrough gadgets to keep your office organized. Readers had roughly three to five seconds to consume the content before an animated CLA approached from behind. As the grill illuminated, the color of the pages grew lighter until the car crashed through the content, graphically shattering it. The CLA then skidded into place for the "hero shot," enabling readers to see all angles of the car's design. Once the car was in place, language about the car breaking boundaries, outlining several key features and the price, populated alongside the vehicle.
