All-New Mercedes S-Class Promo Campaign To Feature Alicia Keys And Lewis Hamilton

After painting their Silver Arrows black for this year’s Formula 1 campaign, Mercedes is once again positioning itself at the very heart of social activism and communication in a bid to raise awareness.

Their latest plan is to promote the all-new S-Class across all social media, TV and print formats starting this December with the ‘Cares for what matters’ campaign – featuring celebrities Alicia Keys and Lewis Hamilton.

“The ‘Cares for what matters’ campaign goes to the heart of what truly matters in life. And that’s the people around us – who should always be safe and for whom we would like to have more time. In the new S-Class, we offer our customers the perfect place for that. It creates a safe space of contemporary luxury that can be enjoyed with all the senses, and where we are free to focus on the important things in life. That is our definition of the new S-Class,” said Daimler exec Britta Seeger.

Related: 2021 Mercedes S-Class Already In Production At State Of The Art ‘Factory 56’

“What sets our new luxury saloon apart is its advanced safety and comfort systems as well as services aimed at making our customers’ lives as easy and worry-free as possible.”

Opting for Hamilton and Keys makes perfect sense, as both of them are as accomplished as they come for their respective industries. Hamilton is a six-time Formula 1 world champion and is very active off the track with a host of social initiatives, such as climate protection and campaigning against racism and other forms of discrimination.

Alicia Keys meanwhile is a 15-time Grammy Award-winning artist, a New York Times best-selling author, entrepreneur, actress and producer, who is also a powerful force in the world of activism where she advocates for social justice and the fight against HIV/AIDS.

The all-new 2021 Mercedes S-Class features the carmaker’s latest infotainment tech, Level 3 automated driving, electrified power units, an optional E-Active Body Control suspension, rear axle steering and loads more.