Mercedes-Benz South Africa Triumphs with Eight Wins for Keep Them Guessing Campaign

Mercedes-Benz South Africa (MBSA) cemented its place as one of the country’s most innovative brands by winning eight awards at the 2025 New Generation Awards.

The recognition was for the bold and disruptive Keep Them Guessing campaign, created to launch the new V-Class, which captured audiences with its originality and playful edge.

Recognising Digital Excellence

Now in its 12th year, the New Generation Awards honour excellence in social and digital media, spotlighting campaigns that push creative and technological boundaries.

MBSA’s award-winning campaign stood out for its integrated approach and ability to engage in a crowded digital space, redefining how a luxury brand can connect with South African consumers.

A Redefinition of the V-Class

“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 also redefines convention to establish the V-Class as more than just another vehicle, but a true icon and conversation starter.”

Collaboration and Creativity at the Core

The Keep Them Guessing campaign’s success reflects MBSA’s strong collaboration with creative and digital partners, proving the power of shared vision in shaping campaigns that resonate with audiences.

The recognition also highlights MBSA’s commitment to producing content that sparks conversation and strengthens its connection to South African culture.

Setting a New Benchmark

With eight accolades from the New Generation Awards, Mercedes-Benz South Africa has set a new benchmark for creativity and digital excellence in the luxury automotive space.

The wins underline the brand’s ability to break the mould, remain culturally relevant, and continue driving innovation in the digital age.