The Mill, AMV and Stink create the first ever UK spot where the outcome is dictated live by the audience on Twitter in Mercedes' 'You Drive'
Working with the creatives at AMV and Stink's Yann Demange, The
Mill's team delivered 3 spots in the 'You Drive' campaign for
Mercedes. And it was a campaign that did something for the first
time in the UK - allow the viewer to choose their own ending.
The first spot aired during X-Factor on Saturday Oct 6th. Viewers
were then told 'You Drive' and tweeted which out of 2 choices they
would like to see as the next part of the story and the winner was
aired during the next break. The 2nd spot then had a further choice
at the end, which was shown the next day as a full 90 second spot
(shown above), featuring the first two spots and the most popular
"It was thrilling to be involved" says Mill VFX producer Louise
Unwin, "the whole team was guessing which choices would come
out on top. Due to not knowing which spot the audience would pick,
we had to create all necessary outcomes with the percentage details
being inputted live on the night as we watched in