Mercedes-Benz Celebrates Pride Month with Moving ‘Chosen Family’ Spot

Creative editorial shop Uppercut editor Paul La Calandra teams up with Curfew and director Jason Evans to create a moving and timely narrative of family and acceptance in a new Mercedes-Benz commercial “Chosen Family,” out of The Mixx.

Celebrating Pride Month, the spot features people of various ethnicities, genders, sexual orientations, and walks of life speak on what a “chosen” family means to them, and why family is not always defined by blood.

Notes La Calandra, “It’s always a privilege to work on a socially-driven campaign, and we were really excited to be a part of a Pride Month release. Jason had a very clear vision of what he wanted, but was open to a highly collaborative process, allowing us to craft a fluid narrative.”