Permanently striving to reinvent is a trait that bonds Mercedes-Benz with the German national football team. The “Best Never Rest” campaign which Mercedes-Benz is initiating for the football World Cup in Russia puts this in a nutshell. It is getting under way on social media and in stadium communications, and the motifs will then be shown via further communication channels. As well as the team itself, the stars of the World Cup campaign are the new C-Class models from Mercedes-Benz.
Around three months before the opening game of the football World Cup in Russia on 14 June 2018 in Moscow, Mercedes-Benz is rolling out the “Best Never Rest” campaign. The campaign motifs show the untiring striving for advancement and perfection which Mercedes-Benz and THE TEAM share – and which drives both to top performance over and over again. “Always keep on moving, keep on fighting, don’t rest on your laurels – this is what THE TEAM stands for and this is what we stand for”, says Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Cars. “This attitude is driving the German national football team on their path to that fifth star representing their fifth title. And this ambition always to continue developing and as the best to become even better, now has a name with our campaign: ‘Best Never Rest’.”
Top achievements in the Qualifiers for the 2018 World Cup, plus an outstanding press from the international sports journalists confirm the TEAM’s renewed ambition to lead. “We’re starting from an outstanding basis”, says Oliver Bierhoff, Manager of the TEAM. “But that isn’t enough. To take the title we can’t allow ourselves to repeat the mistake we made in 1990 and rest on the laurels of our World Cup title. In order to remain the best we always have to continue developing, we must never stand still.”
The “Best Never Rest” World Cup campaign draws on this high standard in emotionally charged motifs and sets the mood for the most important sporting event of the rest of this year. “The campaign’s motto hits the nail on the head”, says National Coach Joachim Löw. “Because this is precisely the stuff champions are made of: they’re not satisfied with what they’ve achieved, they’re greedy for the next success. We need this fighting spirit and absolute will to win in Russia in order to overcome such strong and hungry opponents as Spain and Brazil.”