Mercedes-Benz announced its Spring/Summer 2017 Fashion Campaign and Film, Burning Desire, presenting the new CLA. Shot by renowned Swedish director Christian Larson, the campaign features style rebels and partners, the English musician Eliot Sumner, and the German model Lucie Von Alten.

In the spotlight is the rebel of the Mercedes-Benz family, the CLA. A four-door-coupé offering impeccable performance, its eye-catching sporty design and fierce attitude has been further enhanced by Eliot Sumner and Lucie Von Alten. Both powerful individualists, they share with the CLA a rebellious urge to stand out from the crowd.

Von Alten is a model at the very top of her game, this is the first time she has fronted a campaign for an automotive brand.

The result is a campaign that sizzles with burning desire and audacious rebellion, the perfect embodiment of the CLA’s status within the Mercedes-Benz family. “This season we wanted to challenge the traditional concept of campaign imagery as we wanted to personify the rebellious nature of the CLA promoting confidence and individuality. The Spring/Summer 2017 Mercedes-Benz Fashion Campaign pushes boundaries and challenges the norm through its creative concept and dynamic cast as well as appealing to a contemporary audience, highlighting the progressive nature of the brand,” says Michael Bock Director Sport & Lifestyle Marketing Mercedes-Benz.