Johannesburg, South Africa – Mercedes-Benz South Africa (MBSA) has reinforced its reputation as one of
the country’s most innovative and digitally savvy brands, taking home eight awards at this year’s prestigious
New Generation Awards. These accolades, all awarded for the bold and disruptive Keep Them Guessing
campaign, made MBSA one of the most awarded brands of the evening.
Now in its 12th year, the New Generation Awards celebrate excellence in social and digital media,
recognising brands, agencies, and individuals who push the boundaries of creativity and innovation. MBSA’s
Keep Them Guessing campaign for the new V-Class stood out for its originality, integrated approach, and
ability to capture attention in a crowded digital space – turning a fresh, playful lens on one of the world’s
most iconic luxury brands.
“Winning eight awards for a single campaign is a remarkable achievement for our team, our partners, and
the Mercedes-Benz brand,” said Reandren Thulkanam, General Manager, Mercedes-Benz Vans South Africa.
These awards demonstrate that our innovative approach not only captivated viewers but redefines
convention to establish the V-Class as more than just another vehicle, but a true icon and conversation
starter. We are proud of this accomplishment, which allows us to push creative boundaries and drive our
brand forward.
The campaign’s success at the awards highlights MBSA’s collaborative approach with its creative and digital
partners, and its commitment to creating content that sparks conversation while resonating deeply with
South African audiences.
With eight awards under its belt for Keep Them Guessing, MBSA has set a new benchmark for creativity and
digital excellence, proving that even the most established luxury brands can break the mould while staying
ahead of cultural trends.
