Mercedes-Benz has partnered up with an emerging entertainment brand by the name of Superplastic and collaborated on a number of projects.
The partnership announced at the Consumer Electronics Show (CES) has spawned a new character to the Superplastic universe dubbed Superdackle, conceived as a reinterpretation of the Wackeldackel nodding dog ornament often seen on the dashboards of motorists.
An animated short film has been released to celebrate the creation of Superdackle, starring both this new character as well as Janky and Guggimon from the Superplastic universe. The film shows the three characters borrowing a Mercedes-Benz from a dealership late at night and proceeding to embark on a joyride through the streets of New York City.
Superplastic’s presence can be felt at Mercedes-Benz’s CES stand where an 8.2-foot Superdackle figure is featured.
Mercedes-Benz says the collaboration with Superplastic is part of its “strategy to explore new realms in arts and entertainment and give customers memorable brand experiences.”
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“Mercedes-Benz has reinvented and reinterpreted its brand and vehicles for a modern, digital era – so why shouldn’t the iconic Wackeldackel receive an update, too? We warmly welcome Superdackel to the Mercedes Benz family,” Mercedes-Benz vice president of communications and marketing, Bettina Fetzer said in a press release.
Superplastic founder and chief executive Paul Budnitz is similarly excited about the collaboration.
“I’ve been a fanboy of the Wackeldackel forever, and actually had a classic version on the dashboard of my vintage Mercedes 230CE forever. So when Mercedes-Benz approached us about inviting him into the SUPERPLASTIC universe, the answer was an immediate YES.”
