- Mercedes-Maybach S-Class features prominently in The Devil Wears Prada 2.
- A global campaign titled The Art of Arrival launched last week.
- A one-off Manufaktur Maybach S-Class will be produced for premieres and promotional events.
Mercedes-Maybach is heading back to the fashion world, with the brand announcing a global campaign tied to The Devil Wears Prada 2 and placing the newly updated Maybach S-Class at the centre of it all.
The collaboration also closes a neat little loop. Twenty years ago, a Mercedes-Benz S-Class appeared in the original 2006 film.
Now, for the sequel arriving in cinemas this April, the Mercedes-Maybach S-Class becomes the car of choice for Meryl Streep's Miranda Priestly. That alone tells you the brief: power, polish and not a hint of rushing.
Arrival, but make it fashion
The campaign is titled The Art of Arrival, and it launched globally last week. Mercedes says it will run as a full 360-degree co-promotion with 20th Century Studios, spanning a bespoke ad spot, print and digital visuals, behind-the-scenes material, social content, influencer activity and market-specific campaign variants through to the end of June.
There will also be a one-off Manufaktur Mercedes-Maybach S-Class built specifically for premieres and key events, featuring a custom-made interior as a tribute to the brand’s craftsmanship. In other words, this is not a quick badge-swap and a red carpet parking job.
The rear seat is the real statement
Maybach’s pitch here is less about outright performance and more about presence. The campaign leans heavily into the idea that real luxury happens in the details: the hushed door close, the hand-finished interior, the calm of the rear cabin before the outside world starts making demands again. It is a very Maybach way of selling a car, and a very Miranda Priestly way of entering a scene.
Christina Schenck, Head of Digital & Communications and Investor Relations at Mercedes-Benz AG, said (translated from German): “The Devil Wears Prada 2 is the perfect stage for our Mercedes-Maybach S-Class. Twenty years on, we’re celebrating the film’s return with a placement for the vehicle that is both stylish and central.” She added that beautiful cars are timeless and “will never go out of fashion.”
More than one star car
While the Maybach S-Class gets the hero role, Mercedes says other models will also appear in the film, including the S-Class, GLE, electric G-Class, V-Class and Sprinter. Still, it’s the Maybach that carries the symbolic weight here, positioned as a rolling extension of authority, taste and cultivated excess.
For a brand built on discretion with impact, it’s a tidy fit. And for a film about status, image and control, turning up in the back of a Maybach does most of the talking before anyone says a word.
