Mercedes-Benz South Africa Wins Eight Awards For Keep Them Guessing Campaign At New Generation Awards

These accolades, all awarded for the bold and disruptive Keep Them Guessing campaign, made MBSA one of the most awarded brands of the evening.

Now in its 12th year, the New Generation Awards celebrate excellence in social and digital media, recognising brands, agencies, and individuals who push the boundaries of creativity and innovation. MBSA’s Keep Them Guessing campaign for the new V-Class stood out for its originality, integrated approach, and ability to capture attention in a crowded digital space – turning a fresh, playful lens on one of the world’s most iconic luxury brands.

“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 redefines convention to establish the V-Class as more than just another vehicle, but a true icon and conversation starter. We are proud of this accomplishment, which allows us to push creative boundaries and drive our brand forward.

The campaign’s success at the awards highlights MBSA’s collaborative approach with its creative and digital partners, and its commitment to creating content that sparks conversation while resonating deeply with South African audiences.

With eight awards under its belt for Keep Them Guessing , MBSA has set a new benchmark for creativity and digital excellence, proving that even the most established luxury brands can break the mould while staying ahead of cultural trends.