The Mercedes-Maybach S-Class


Fable of the Century

The Mercedes-Maybach S-Class


Fable of the Century

100 years ago, the Maybach was born—an icon that instantly ascended into an automotive legend. It began with Wilhelm Maybach’s ambitious dream to “create the very best from the very best.” A century later, the Mercedes-Maybach S-Class continues to shape history with its commitment to the highest form of sophisticated luxury and excellence, with cutting-edge technology and ground-breaking design. Indeed, the Mercedes-Maybach S-Class does not belong to the realm of mere automotive brands, but the league of the world’s most luxurious brands.

It is a legend, and on its 100th anniversary, we proudly launch a campaign that will ensure that the legend of the Maybach continues.

The League of Luxury

Highest Exclusivity and Individuality

The League of Luxury

Today, the Mercedes-Maybach represents an undeniable golden standard—admired and aspired to by all, yet only ever achievable for so very few. This campaign embraces and embodies the grand vision of Ola Källenius for Mercedes-Benz: to think and act like a luxury brand. The surreal world that we have created reflects this ambitious new approach, treating the Mercedes-Maybach like a piece of fine art—desired by many, but meant only for the chosen few.

Fashioning the Fantasy 

Exterior design: Expressly sovereign.

Fashioning the Fantasy 

The communication crafted for the ethereal Mercedes-Maybach S-Class was truly a global effort, one led by the Mercedes-Benz Middle East team and developed by Publicis Emil Middle East. Consulting with key stakeholders, we identified common local insights to ensure the campaign resonates in all our key markets across the world.

The Mercedes-Maybach S-Class is a rare star, and to tell its story we found another – Ignasi Monreal. An iconic and globally celebrated artist from Barcelona, Ignasi designed an enchanted world around the Mercedes-Maybach S-Class, adorned with marvellous galaxies, fascinating creatures, and surreal landscapes. He, along with The Line Animation Studio and CGI specialists The Boundary put the Mercedes-Maybach S-Class where it truly belongs – in the company of legends. Blending heritage with mystery and legend with legacy, they showcase the timelessness of the Mercedes-Maybach S-Class’s technology, design, and luxury.


A Glimpse of the Masterpiece

A Glimpse of the Masterpiece

Witness the grandeur of the Mercedes-Maybach S-Class and the refined vision of Wilhelm Maybach come together, from divine inspiration right through to creation. An opulent world of unparalleled luxury. A legend that continues, with you.

A Glimpse of the Masterpiece
A Glimpse of the Masterpiece
Watch again

Bringing the Dream to Life 

Bringing the Dream to Life 

Marvel at the mastery that went into creating the epic communication for the Mercedes-Maybach S-Class.

Bringing the dream to life
Bringing the dream to life
Watch again