This campaign has been going for some time now, with apparently over 72,000 people playing the Google Streetview-based dystopian maze game Escape The Map, aiming Mercedes at a younger (but presumably still affluent!) audience.
What's heartening is to see that the TV Ads stick strongly to the plot and theme of the game - they're notably different in tone to your average TV ad, and all credit to the client for going ahead with it and to AMV BBDO for the creepy, unsettling execution.
Where I'm not certain if it works is on viewers with no previous knowledge of the game. The "I need to escape the map" could have been taken further as a standalone concept, in the sense of "I use the car to escape the dullness of driving in a familiar city". But perhaps the advert was only ever intended to jog the memories of those 72,000 odd players - so it's only a minor, and possibly invalid, criticism.
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