A new short film created by Berlin-based agency antoni encourages consumers to remember who they are by channelling their youth alongside the tagline #PlayByYourRules.
The five-minute film (below) introduces an adult male with a busy professional life who has a strange encounter with his younger self, a drummer in a band.
Helmed by music video director François Rousselet, the video tells the story of youth and adulthood, fitting in and non-conformity. It sees the young adult look back at the dreams and desires of his younger self as he wrestles with work, relationships and his home life.
Follow your rules is also the slogan for the new CLA Coupé, the car the film features and promotes. Mercedes-Benz aims to encourage people to follow their inner voice and do the important things in life in their own individual way, rather than letting responsibility take over.
The film takes a bold and emotional stance without taking itself too seriously and the campaign marks the launch of a new AR Instagram filter, the first of its kind from an automotive brand. It allows users to enter an imaginary CLA world and design it according to its own rules.
The filter is inspired by the typical neon lights of Tokyo, the location for the photo production of CLA Campaigns Printmotive. #PlayByYourRules invites fans of the brand and social media influencers to become part of the campaign and enjoy trying different filter variations.
Users need to be following @mercedesbenz on Instagram before selecting the AR filter in their own filter tray. As well as the long version, the film is available as a 30-second. The new CLA Coupé was first unveiled to the world in January at CES in Las Vegas.