The Weeknd speeds through a tunnel as he drives a Mercedes EQC.
A thirtysomething man swims in the water and sees a Mercedes floating on a raft People try to take the emblem off the hood of the car. In the tunnel, he asks the car to play his new song. He checks the battery life on his phone and carries a duffel bag as he walks down a hallway. The people sitting in the building watch him. A 10-year-old boy stares at him while he fills his car with gas.
In the 1920s, a young boy chases a fortysomething man as he drives his car. Several men time the car as it speeds down the dirt road. One of the men motions for the cars to follow the path. In present time, a twentysomething woman wins the race.
Back in the 1950s, several people pull the car on the raft to shore. A fortysomething man and woman drive up to a church. His twentysomething son holds hands with his his bride and kisses in the car. He turns the key and drives off. His bride glances over her shoulder and sees his parents watching them. Her veil flies off her head.
A thirtysomething man takes off his mask as a police car chases him. He drives into an alley. The director and assistants stand with video cameras while they film. A fortysomething man looks in the mirror while his children sit in the back. His 14-year-old looks up as a young woman says hello to him. Two twentysomething woman dance in their as they listen to the radio. The Weeknd mentions it’s a Mercedes as he pumps gas.
Mercedes-Benz has been the epitome of luxury for almost a hundred years. The wealthy in the early 1920s were the few to own their cars. They could go wherever they want and ignore the tired children, begging for a ride. The build was able to withstand anything. In the 1950s, some lucky people came across a lone Mercedes on the raft. They stood in awe of it, afraid to touch it. Even though the key was in the car, no one took it. They knew they couldn’t afford it.
Mercedes-Benz is a brand name Hollywood directors want in their movies. It’s a brand the directors drive. They are living the life everyone wants and promoting the brands they enjoy. The everyday people watching the film can admire what they can’t have. They can pick their favorite car and dream of someday owning it.
The Weekend can finally drive around in several Mercedes, if he chooses. He was once a struggling musician, working hard to get to Hollywood to become famous. However, he was able to achieve success. Money was infinite. He could attract his name to any brand. It couldn’t be any brand. It had to be something unattainable. The obvious choice was Mercedes.
Director: N/A Year: 2019