Mercedes
'Blinding Lights'

Mercedes appoints global icon The Weeknd as Creative Director for a groundbreaking car launch, sparking the smash hit ‘Blinding Lights’.

OBJECTIVE:
Launch Mercedes’ first fully electric SUV with an electrifying cultural moment that fuses music, technology, and star power.

RESULT:
Mercedes teamed up with The Weeknd, who not only fronted the “Enjoy Electric” campaign but also composed the now-iconic ‘Blinding Lights’ for the brand. The campaign’s cinematic visuals, featuring The Weeknd driving the new EQC through neon-lit cityscapes, captivated audiences worldwide.

The track went on to become one of the biggest global hits of the decade, cementing this collaboration as a triumph in brand storytelling.