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.
Mercedes-Benz and Mattel Tell Ewy Rosqvist's Inspirational Story
1. Gender Stereotype Disruption - Creating campaigns and products that challenge and break down gender stereotypes to promote inclusivity and equality.
2. Positive Toy Marketing - Changing how toys are marketed to children by focusing on positive messaging and representation.
3. Inspirational Storytelling - Using powerful narratives and role models to inspire and motivate children to dream big and believe in their abilities.
1. Automotive - Opportunity for automotive companies to collaborate with toy manufacturers to create die-cast replicas that celebrate historic achievements and inspire young minds.
2. Toy Manufacturing - Opportunity for toy manufacturers to design and promote toys that defy gender stereotypes, promoting diversity and inclusion in playtime.
3. Marketing and Advertising - Opportunity for marketing and advertising agencies to create campaigns that challenge societal norms, resonate with audiences, and drive positive social change.