Mercedes-Benz is a global icon, but in France, the brand faced a cultural challenge. Among younger generations (Gen Y and Z), its aspirational image had started to fade. In a market where legacy brands are more often questioned than revered—and where status is earned through cultural relevance rather than heritage—Mercedes-Benz needed to reassert its place not just in the automotive world, but in contemporary culture. 

The challenge was clear: How can TBWA\Paris reestablish Mercedes-Benz as an iconic brand in the eyes of younger generations?

The idea: a 24-hour takeover of France’s most iconic music station, Radio Nova.

Instead of traditional ads, TBWA\Paris let the music speak—literally. For one day, the station played only songs that mentioned Mercedes Benz. Over 756 brand mentions aired organically, without disrupting Nova’s signature programming. All tracks were carefully curated in collaboration with the station’s team to preserve musical credibility.

To deepen the story, TBWA\Paris produced 15 exclusive podcasts exploring the songs and artists—like Kendrick Lamar, Janis Joplin, Billie Eilish, and NTM—and the role Mercedes-Benz played in inspiring them.

The experience extended beyond the airwaves with a limited-edition vinyl, a live showcase in partnership with Universal Music, and in-car activations at Mercedes Benz dealerships. Posters in the Paris metro completed the ecosystem, inviting the public to discover “The Iconic Playlist.”