Think about a car show, besides the cars, what else do you expect to see?
Motor shows are one of the biggest events for the automotive industry, but not all attendees come to see the latest in cars. Many also come to see the booth babes, also locally known in Thailand as the "Pretty".
Thailand's motor shows have been featuring "Pretty" for over 30 years and several of the women have since disclosed the dark truth that comes along with memorizing car scripts, wearing short dresses and bright red lipstick, namely verbal and physical abuse. Others have been raped, stalked, and even killed.
With an aim to stop this abuse and present a new way forward, Mercedes-Benz announced on their screen at this year's Bangkok International Motor Show to 1.5 million viewers that they would no longer use "Pretty" at car shows. Instead 'Pretty' will evolve into "Digital Guides", a virtual role for both genders, eliminating sexy attire at motor shows and introducing a new and exciting digital interface that creates a safe and enjoyable environment for both male and female car presenters.
The automaker hopes to encourage more car manufacturers to follow.
This professional campaign titled 'The Reinvention of "Pretty"' was published in Thailand in May, 2022. It was created for the brand: Mercedes-Benz, by ad agency: Team X Thailand. This Experiential and Film media campaign is related to the Automotive industry and contains 1 media asset. It was submitted 2 months ago.
Agency: Team X Thailand
Chief Creative Officer: Thasorn Boonyanate
Associate Creative Director: Annop Khunwong
Art Director: Nattnaree Kheaw-Im
Copywriter: Panupong Nakju
Agency Producer: Yada Buachan
Business Director: Sirimanat Runghirunskul
Client Service Director: Piya Chongmankhong
Agency Editor: Kritsakorn Sawangkarn
Creative Support: Rook Floro
Production House: Dylan Films