Icon of Inspiration

Agency: TeamXThailand


Thai culture is renowned for its richness and depth, and nowhere is this more evident than in the charming tradition of assigning English names or nicknames upon its people. In a delightful twist, Mercedes-Benz Thailand, in collaboration with the creative powerhouse TeamXThailand, has unveiled a new cracking campaign for the upcoming Motor Show 2024, shedding light on the inspiration behind the discovery of a beloved Thai name—one that holds a special significance for Mercedes-Benz. Namely, "Benz."

Thai people are famed for their ingenuity in naming conventions, where children often receive formal names from temple monks at birth but are affectionately known by their informal nicknames in everyday life. In a modern trend, English names have begun to blend into this tradition, resulting in names like Pancake (A famous Thai actress) and Nescafe (a renowned Thai singer), but one name reigns supreme and that’s, “Benz."

Inspired by the dreams of their parents for prosperity and success, many Thai children bear the name "Benz" in homage to the iconic Mercedes-Benz brand. A poignant symbol of aspiration and achievement, the name "Benz" embodies the hopes for prosperity and dreams of countless families across Thailand.

"In Thailand, Thasorn Boonyanate (Pete), Chief Creative Officer at TeamXThailand, quips, "Believe it or not, everybody must have at least one Thai friend named 'Benz'."

Mercedes-Benz Thailand's latest campaign, “Icon of Inspiration” delves into the stories behind this latest insight and discovery. Teaming up with commercial film director Benz - Thanachart from Salmon House, the campaign uncovers the stories behind individuals named "Benz." From Carl Benz's pioneering spirit to the dream of owning a Mercedes-Benz, each story is a testament to the enduring legacy of the iconic brand.

The campaign has captured the eyes of millions, with viral distribution within just 48 hours, amassing over 2 million views, 2.5K shares, 18K likes, and 1.5K comments. Through the captivating video "In the name of 'Benz'," viewers are invited to witness the profound connection between the people of Thailand and the Mercedes-Benz brand.

As part of the upcoming Thai Motor Show 2024 experience, Mercedes-Benz Thailand invites attendees to delve deeper into the narrative of "Benz." Explore the inspiring communication campaign at the Motor Show 2024 under the banner of “Icon of Inspiration” which reflects the brand's heritage and passion through the stories of people named "Benz."

This professional campaign titled 'Icon of Inspiration' was published in Thailand in April, 2024. It was created for the brand: Mercedes-Benz, by ad agency: TeamXThailand. This Digital, Film, and Integrated media campaign is related to the Automotive industry and contains 2 media assets. It was submitted about 2 months ago.



Agency Credit: TeamXThailand

Chief Creative Officer: Thasorn Boonyanate
Creative Director: Pratchya Vilaipol
Art Director: Peera Liangjai
Copywriter: Prame Poosoontornsri
Business Director: Sirimanat Runghirunsku, Arunee Rueangwattanaporn
Account Director: Anna Chuapramong
Account Executive: Thanyamas Chanchaiwat
Project manager: Kanokwan Kaewkern
Producer: Paramee Soontornwuttinun

Production House Credit: Salmon House
Director: Thanachart Siripatrachai (Benz)


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.