The 4Matic Formation

The following commercial features the all new Mercedes C-Class choreographed on top of frozen Spray Lake in Alberta, Canada.

During the shoot, cameras froze and lenses popped as an unexpected snowstorm hit. Blustery, blizzard-like conditions weren’t written in the script, however the agency and the crew decided to work with it enduring brutal sideways winds. With the exception of one composite, all shots were captured in-camera including the aerials shot via helicopter.
Agency: Merkley & Partners
Director: Sean Thonson of Supply&Demand
[UPDATE] Mercedes-Benz is not the only car company skating on Alberta ice. Mitsubishi likes it too.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.