Mercedes-Benz joins forces with Mattel to tell the inspirational story of Ewy Rosqvist, who was an unexpected racing champion during her time. The duo works together to tackle the gender stereotypes children are exposed to at a young age and shattering them.
Both brands also understand that much of the believed concepts are due to how toys are marketed to the young target audience and the new campaign aims to change that to a more positive and open light. The two create a die-cast Matchbox car of the classic 220SE Mercedes-Benz, which was also the same victorious car driven by Ewy Rosqvist in 1962. The commercial begins with a group of young girls asked to select a toy to play with, followed by the selection that conforms with gender stereotypes. The children were then showed the inspirational video of Rosqvist and it broadened their horizons immediately, understanding that they have no limits for what the future holds.