- The Mercedes-Maybach S-Class takes centre stage as the vehicle for main character Miranda Priestly, reinforcing its status as a symbol of authority and luxury
- The global campaign celebrates “The Art of Arrival” with a custom spot rooted in the philosophy of the Maybach brand: True power lies in the details, refined presence, and sanctuary of the rear seat
- This collaboration with 20th Century Studios’ “The Devil Wears Prada 2”, which hits theaters May 1, marks the 20th anniversary of the Mercedes-Benz featured in the original film
The Mercedes-Maybach S-Class takes centre stage as the vehicle for main character Miranda Priestly, reinforcing its status as a symbol of authority and luxury.
The global campaign celebrates “The Art of Arrival” with a custom spot rooted in the philosophy of the Maybach brand: true power lies in the details, refined presence, and sanctuary of the rear seat.
This collaboration with 20th Century Studios’ “The Devil Wears Prada 2”, which hits theaters May 1, marks the 20th anniversary of the Mercedes-Benz featured in the original film.
Landmark Collaboration
The Maybach brand announced a landmark collaboration today with 20th Century Studios’ “The Devil Wears Prada 2” – a remarkable full-circle moment. Two decades ago, the Mercedes-Benz S-Class was prominently featured in the original 2006 film, helping define its aesthetic of power and prestige in the glamorous world of high fashion.
Now, with the highly anticipated sequel arriving in theaters May 1, the brand returns to the world of “The Devil Wears Prada” with the Mercedes-Maybach S-Class as the hero vehicle. The placement is part of a new, first-of-its-kind campaign from the brand, celebrating two icons of style.
The Mercedes-Benz collaboration with “The Devil Wears Prada 2” is a fully integrated 360° co-promotional campaign launching globally on March 27, 2026. Campaign assets include:
- A custom spot featuring film footage
- Premium key visuals for print and digital advertising
- A one-of-a-kind “Devil Wears Prada 2”-themed MANUFAKTUR Mercedes-Maybach S-Class produced for premiere activations and marketing events
About the “The Art of Arrival” Co-Promotion Campaign
“The Art of Arrival” tagline encapsulates a philosophy that resonates deeply with both the brand and the world of “The Devil Wears Prada 2.”
It speaks to the idea that true power does not announce itself loudly – it is felt in the details:
- Hand-stitched interiors
- Effortless performance
- A presence that commands without asking permission
The moment the Mercedes-Maybach’s doors close with a hushed finality signals something far beyond transportation:
- A high expectation
- A private sanctuary for conversation
- Restored control and genuine calm amidst daily chaos
In this embodiment of “The Art of Arrival,” Maybach distils its philosophy into a single truth: true luxury is experienced in the sanctity of a moment before the world demands your presence.
Statements from Executives
Christina Schenck, Vice President, Digital & Communications and Investor Relations, Mercedes-Benz AG:
“‘The Devil Wears Prada 2’ is the perfect stage for our Mercedes-Maybach S-Class. After 20 years, we celebrate the film’s return with an equally stylish and prominent placement of the vehicle. With its sophisticated design and uncompromising excellence, the Maybach brand mirrors the self-confident elegance embodied by the film’s main characters. Beautiful cars are timeless – and they never go out of style.”
Lylle Breier, EVP Partnerships, Promotions, Synergy & Events at Disney:
“In ‘The Devil Wears Prada 2,’ the art of the arrival is critical. We are thrilled to collaborate with Maybach, a brand where uncompromising craftsmanship meets timeless luxury.”
Defining the Power of Arrival: The Mercedes-Maybach S-Class
The Mercedes-Maybach S-Class is a natural choice to accompany one of cinema’s most formidable cultural figures: editor-in-chief of Runway Magazine, Miranda Priestly.
Chauffeuring Miranda Priestly, it embodies:
- Refined power
- Timeless elegance
- Uncompromising excellence
Through journeys across Manhattan streets and intimate moments within the car’s serene MANUFAKTUR interior – meticulously tailored and crafted within Mercedes-Benz’s in-house MANUFAKTUR atelier – the Mercedes-Maybach S-Class reinforces a central message:
True luxury transcends fads and remains rooted in craftsmanship, intelligence, and timeless design.
Complementing this flagship placement, the Mercedes-Benz lineup – including the Mercedes-Benz S-Class, GLE, all-electric G-Class, V-Class, and Sprinter – demonstrates the brand’s commitment to building the most desirable cars in every segment.
The authentic vehicle integration of Mercedes-Maybach and Mercedes-Benz ensures significant brand visibility and prestige association within a highly aspirational, luxury-focused demographic across key global markets.
Campaign Details at a Glance
In collaboration with 20th Century Studios’ “The Devil Wears Prada”, Mercedes-Benz has developed an integrated 360° campaign launching globally on March 27, 2026. Campaign assets will roll out until the end of June 2026, with peak communication around the film’s release in May 2026:
- 30-second co-promotional film spot plus cutdowns for theatrical, TV, streaming, and digital platforms
- Premium key visual for print and digital advertising
- A film-themed MANUFAKTUR Mercedes-Maybach S-Class one-off for premiere activations and key market events featuring an individually tailored MANUFAKTUR Made to Measure interior
- Behind-the-scenes footage and film stills
- Social media content, influencer partnerships, and event activations in participating markets
- Regional campaign variations tailored to local market priorities and release timelines
Mercedes-Benz G 580 with EQ Technology | consumption combined: 30.3‒27.7 kWh/100 km | CO₂-emissions combined: 0 g/km | CO₂-class: A
