Mercedes-Benz targets sophisticated female drivers in Japan with short film series

The film series presents the vehicle in the context of isolated moments of tranquil enjoyment in a woman’s life: ‘Saturday’, ‘Biology’, ‘Sunset’ and ‘Tender heart’. It was produced by Drawing and Manual and directed by founder and president Seiichi Hishikawa.

The films are housed on a designated microsite, 'Four', under the banner 'Mercedes for women', and are designed to position the car as an element in a sophisticated woman's daily activities. In poetic style, the featured woman is presented as a different person on different days. 

In specifically targeting female consumers, the work stands in contrast to initiatives by the likes in Toyota in recent years, which has adapted its products and positioning when addressing potential female buyers in an attempt to appear ‘cute’.

Hishikawa is known for his direction of the award-winning 'Xylophone' campaign for NTT DoCoMo.

Saturday:

Biology:

Sunset:

Tender heart:

Credits
Director/Writer/Director of Photography/Editor: Seiichi Hishikawa
Executive Producer: Hisao Tsudome
Producer: Keiko Iino
Assistant Directors/2nd Camera: Yutaka Obara, Kyohei Fujita
Wardrobe Stylist: Kayo Hosomi
Hair & Makeup Artist: Rie Aoki
Casting: Rieko Kuze
Music: Ttsuya Yamada, Maki Mannami
Actress: Mia Tazawa
Voice Actress: Hitomi Ando
Web Design: Tetsuro Tsuji, Tomoya Kamiko
Logo Design: Yusuke Kobayashi