Mercedes-Benz unveils its newest advertising campaign “Enjoy Electric” starring The Weeknd. Set for the market launch of the EQC electric vehicle, Mercedes-Benz enlisted the Global Diamond Certified artist for a lead roll in the project as well as to act as the campaign’s Creative Director.

Bettina Fetzer, Vice President of Marketing, comments: “We are delighted about the collaboration with Abel Tesfaye, better known as The Weeknd. The cooperation was inspiring and gave us lots of new and creative impetus. Abel’s talent as the creative director and performer is the right combination for this unique Mercedes moment on the road to an electric future. This is a special moment for the entire Mercedes team: with the campaign on the EQC we are entering the era of electric mobility.

The campaign takes emotional experiences of our customers with iconic Mercedes vehicles and shows how we are reinterpreting them in the electric EQC in the present day. A completely new driving feel, pioneering spirit and sustainable, modern luxury are at the core of our EQC communications.”

Watch the full film with The Weeknd’s new song “Blinding Lights” debuting on November 29.