- Director: Caroline Koning
- Client: Mercedes-Benz
- Category: Video Design — Automotive
- Location: Amsterdam, Netherlands
- Project Brief: Create an automotive video for the all-new electric Mercedes-Benz GLC that highlights its luxury and comfort through cinematic storytelling, contrasting racing sequences with intimate family moments.
Automotive ads love speed, so it stands out when one slows down and lets you breathe. Welcome Home, directed by Caroline Koning for Mercedes-Benz, follows F1 driver Kimi Antonelli and his dad, Marco, as they swap the race track for the quiet of the all-new electric GLC.
It opens on the noise of race day with a quick “Good race, Kimmy,” then cuts to Marco waiting by a silver GLC in a steel-framed garage. His dry “Busy day, huh?” sets up a father-son ride built on short, easy lines that sound like real family talk.
From there the pace eases off, with warm close-ups of Kimi at the wheel against tan leather seats. Wide tracking shots follow the car down a pine-lined road in late sun, and soft lens flares give it an end-of-day glow.
The sound drops from the roar of the track to a calm electric cabin, and that hush says plenty about the car. The spot closes on “Welcome home.” in white serif type over the moving GLC, so the car becomes the place Kimi goes to unwind.
