Is your nickname 'Benz'? Mercedes might be looking for you

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Luxury car brand Mercedes-Benz has launched a new campaign in Thailand celebrating the brand’s enduring legacy in the country and the cultural impact of the Benz name.

Titled “Icon of Inspiration”, the brand teamed up with commercial film director Benz - Thanachart from Salmon House to uncover the stories behind individuals named "Benz".

In Thai culture, there exists a unique tradition of assigning English names or nicknames to its people. In Thailand, children often receive formal names from temple monks at birth but then become affectionately known by their informal names in everyday life. Among the various names used, one remains superior: “Benz”.

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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, it said in a statement.

The witty and energetic campaign interviews various people with the nickname “Benz” and encouraged them to share the stories of how they got the name.

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, it said.

The campaign is also part of the larger Thai Motor Show 2024 experience, which took place from 27 March to 7 April 2024. To celebrate Mercedes-Benz’s heritage in Thailand, exclusive interviews with the “Benz” bearers were featured alongside immersive displays highlighting the brand’s enduring legacy in Thailand and the inspiration behind every “Benz”.

Demonstrating the popularity and cultural legacy of the Benz name and brand in Thailand, the Thai Motor Show experience also brought in artist Bloody Hell Big Head, whose real name is Benz Thanawat, to reveal an exclusive design under the campaign banner “Icon of Inspiration”.

"In Thailand, believe it or not, everybody must have at least one Thai friend named 'Benz'," said Thasorn Boonyanate, chief creative officer of TeamXThailand which worked with the car brand on the campaign and activation.

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