AMV BBDO and Mercedes Benz are targetting the younger market with "You Drive," an interactive TV campaign (trailer can be seen above) that invites the audience to direct the action, via Twitter.
The plot goes like this: a music superstar (Kane Robinson) is trying to get to a secret gig, and has to swerve past the authorities who are looking to stop the event from happening. Director Yann Demange shot several scenes in Portugal -- which will be shown, depends on the audience.
The U.K. has more "dual-screen viewers" than any other country in Europe, so the campaign, which takes advantage of this fact, will be run via a three-part story shown during the commercial breaks during the X-Factor.
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