Dive Brief:

• Mercedes-Benz and Amazon Prime Video have partnered on a campaign promoting the streaming platform's new "Cinderella" movie, which offers a modern take on the classic fairy tale, per a press release.  

• Working with agency Merkley + Partners and director Rachel McDonald of Biscuit Filmworks, the automaker shot a commercial that encourages women to break with conventional roles, mirroring the heroine's journey in the story. The ad running across TV and digital features the film's star, Camila Cabello, as well as its director and writer Kay Cannon and producer Shannon McIntosh. 

• Mercedes later this month will put on a livestreaming fashion show hosted by Billy Porter, who plays a reinterpretation of the fairy godmother named Fabulous Godmother, or Fab G for short. The brand is also collaborating with Prime Video on behind-the-scenes content, such as an "Inside Ella's Closet" featurette about the costumes in the movie. 

Dive Insight:

Mercedes is tying into Prime Video's "Cinderella" with a campaign that leans on the female portion of the film's cast and creators and emphasizes its message of shunning convention. The latest musical spin on the fairy tale is about women breaking the glass ceiling, with Cabello starring as a version of the titular heroine who wants to start her own clothing business but is met with adversity, including from a scathing stepmother played by Idina Menzel. Originally a Sony Pictures release, "Cinderella" made the jump to streaming due to the pandemic, per The Hollywood Reporter, joining other recent Prime Video offerings like July's "The Tomorrow War."

The effort aligns with other Mercedes initiatives, such as its long-running "She's Mercedes" platform dedicated to connecting and empowering women. Beyond the hero ad that went live earlier this week, the automaker is producing a variety of digital content, such as the livestream hosted by Porter and other behind-the-scenes features.

The fashion show on Aug. 28 will profile "Everyday Ella's" who come from diverse backgrounds and have inspiring success stories. Porter additionally designed a custom Mercedes-Maybach S560 using Fab G's gold and orange color scheme in a nod to the character's signature chariot.

Marketers are rethinking their film and TV sponsorship models as the streaming age opens new opportunities for engagement as well as restrictions. Many streaming platforms, including Prime Video, do not support traditional ads, inviting a more integrated approach. 

Hyundai, another automaker, has a close partnership with Disney that has similarly blurred the lines between marketing and media. A series of recent ads were developed and produced with the entertainment giant's Marvel Studios and feature characters from the Disney+ streaming series "Loki," "The Falcon and The Winter Soldier" and "WandaVision." Narratives align closely with Marvel's existing timeline, with one spot depicting what happened to Loki between the last "Avengers" film and his eponymous show.