Mercedes-Benz introduces the 'Style Pit Stop' project

TV and radio presenter Reggie Yates with Mercedes-Benz A-Class Mercedes-Benz is launching ‘Style Pit Stop’, a series of online fashion films that supports the brand’s involvement with fashion and style. Style Pit Stop is a series of documentary-style interviews , devised and hosted by TV and Radio Presenter, Reggie Yates, who takes to the road in a stylish new Mercedes-Benz A-Class to pick up some of the coolest and current names in the world of music and entertainment. Yates candidly interviews each star, finding out their intimate wardrobe secrets, favourite outfits, most loved designer and worst fashion mistakes.
Yates and his celebrity guest take the Mercedes-Benz A-Class for a spin around London, swapping anecdotes about specific items of clothing relevant to key moments in their career, providing exclusive and unrivalled insight into the personalities and wardrobes of the celebrities.
“Style Pit Stop is the perfect opportunity for me to not only indulge one of my passions, but also fish around the wares of some of my favourite celebrities,” said Yates. “Style is such a personal thing and this is my chance to really learn about what makes some of our most stylish exactly that.”
Andrew Mallery, Marketing Director, Mercedes-Benz UK, commented: “Style Pit Stop is an exciting project which aims to bring the Mercedes-Benz brand to life, making it more relevant to a younger target audience who engage with the brand through our social media channels.  The films support our A-Class sales and marketing activity and during September our social media community will be able to ask Reggie some style-based questions and interact with the brand in a number of different ways.”
The films, which launch on 4 September 2013, can be seen on www.youtube.com/MercedesBenzUK and you can get involved on Twitter #StylePitStop at twitter.com/MercedesBenzUK and facebook.com/MercedesBenzUK.
The campaign is designed to appeal to fashion and style-engaged 25-44 year olds.  It will run during September and activates the Mercedes-Benz sponsorship of London Fashion Week.