When it comes to space and time, we are quite powerless. That is just how the laws of the Universe work. We can’t be here and there at the same time and we won’t live forever. But as humankind has progressed over the course of the years, we have managed to trick at least some of nature’s rules using modern technologies.
Metaphorically — or rather digitally — our thirst for conquering space got quenched by two young Romanian artists who implemented an original way to continue Constantin Brancusi’s famous sculpture Endless Column. Infinite only by definition, the masterpiece, which has already proved to stand the test of time, successfully overcame space barriers in a place that can really make it endless: social media.
And time? Mercedes-Benz has found a unique way to defeat it. Alongside Berlin-based creative agency antoni and Sehsucht‘s director Ole Peters, the German car manufacturer tracked down the DNA of one of its most iconic vehicles, the G-Class, and successfully preserved it in amber, hoping to pass the exclusive genes of the all-terrain car to the next generations.
Over the span of 40 years, the SUV proved to be a timeless entity, impressing car enthusiasts around the world through its high-class performance, comfort, and safety systems. But what makes this car a true legend is that it incorporates all of these premium features under a similar “packaging” that shares the vintage design which distinguishes the car from other SUVs.
Under the tagline “Stronger Than Time” and ahead of the North American International Auto Show (NAIAS), Mercedes unveiled its new G-Class that, although was technologically improved, bears the same gene at its roots that propelled the car among other legendary automobiles.
To prove that the new SUV preserves its own life and utilizing the example offered by nature itself, the European lead agency for the car division of Mercedes-Benz conserved an original 1979 G-Class in a 46-tonne amber cube of synthetic resin.
The 5,50 meters long, 2.55 meters wide, and 3.10 meters high—or 18 feet long, 8 feet wide, and 10 feet high—block installation that surrounds the vehicle pays a powerful tribute to the famous SUV, outlining the indestructible superiority, the classic aesthetic lines, and the timeless feature of the G-Class.
The cube itself was crafted by 39 people who meticulously worked for 90 days. Each day, the workers added only 7.62 centimeters (3 inches) in height. The impressive cuboid was made in Hamburg and then transported to Detroit, where it welcomed the show’s guests who passed by the Cobo Hall. According to the luxury carmaker, after debuting at the Auto Show, the installation will be exhibited at other events where the new G-Class will launch.
The international 360-degree campaign is supported by a series of videos: a 45-second-long trailer, which was released ahead of the premiering, and an official 3-minute-long advert that graciously combines CGI effects with live action to tell a wonderful story. The video introduces us to a one-of-a-kind world, in which the images delicately change their focus from amber resin to epic urban landscapes, perfectly reflecting the adaptability of the legendary G-Class.
In addition to the videos, the campaign is supported by a web platform, with content divided into three chapters: within the first section, “The DNA of the G-Class,” you can relive the car’s greatest historical moments. In “The new G‑Class” chapter you can become familiar with the SUV’s features. Lastly, the “Strong Stories” part introduces some of the people who helped the G-Class write its own history.
“In its impressive history, this iconic vehicle has evolved from a pure off-roader to an icon of the postmodern world. It is quite simply stronger than time and is sovereign above every fashion trend,” says Dr. Gunnar Güthenke, Head of the Off-Road Vehicle product unit at Mercedes-Benz.
Every G-Class tells its own story. You can also become a part of it by sharing your adventure alongside the G-Class. Just don’t forget to add the #StrongerThanTime hashtag to your social media posts.