Top Models "All In" on Luxury Car Brand: Strong Product Placement in tvN Drama 'Love Your Enemy' Boosts Global Brand Equity

Mercedes-Benz Korea announced on the 3rd that it will support the production of six vehicles, including the high-performance electric sedan Mercedes-AMG EQS, the high-performance plug-in hybrid sedan Mercedes-AMG S 63 E Performance, and the top-tier luxury sedan Mercedes-Maybach S-Class, for the tvN weekend drama Love on a Narrow Bridge.

The drama, which aired its first episode on the 23rd, depicts the war-like romance between Seok Ji-won, a man born on the same day with the same name as his rival’s daughter, Yoon Ji-won. The meeting of actors Ju Ji-hoon and Jeong Yu-mi, combined with the unique setting reminiscent of Romeo and Juliet, generated high expectations even before the broadcast.

The vehicle and production support for Love Your Enemy is designed to match the key characters in the drama with Mercedes-Benz's top models, indirectly conveying the appeal of the cars to domestic customers and enhancing the positive image of the Mercedes-Benz brand. In the drama, Seok Ji-won, the executive director of Seokban Construction and chairman of the Dokmokgo Foundation, drives the high-performance electric sedan Mercedes-AMG EQS 53 4MATIC+, highlighting his modern and professional image. The Mercedes-AMG S 63 E Performance also appears in key scenes. The Mercedes-Maybach S 680 4MATIC, driven by Seok Ji-won’s father, Seok Gyeong-tae, symbolizes sophistication and exemplifies the pinnacle of luxury sedans.

In addition, a variety of vehicles will appear in Love Your Enemy, including the 11th-generation fully redesigned models such as the The New Mercedes-Benz E 300 4MATIC AMG Line, The New Mercedes-Benz E 220 d 4MATIC, and the sporty Mercedes-Benz GLE 450 d 4MATIC Coupe. The drama airs every Saturday and Sunday at 9:20 PM on tvN and TVing, with international viewers able to watch it through global OTT platforms like Disney+.

Meanwhile, Mercedes-Benz Korea has supported the production of tvN's Queen of Tears and JTBC's The Youngest Son of a Conglomerate Family, providing a range of vehicles such as the Mercedes-AMG SL, Mercedes-AMG EQS, Mercedes-Maybach S-Class, Mercedes-Benz EQS, and Mercedes-Benz S-Class. This strategy highlights Mercedes-Benz's active involvement in drama production, aiming to enhance the brand's luxurious image and widely promote its appeal to customers through various models.

Mercedes-Benz's strategy goes beyond simple vehicle promotion; it focuses on matching the vehicles with the characters in the drama to convey the brand's image more vividly. This approach is considered an effective way to naturally showcase the appeal of the cars to the audience.