E!’s Glambot, which is known for taking super slow-motion footage of stars on the red carpet, meets a celebrity he (she?) just can’t shake when Mercedes EQS-SUV drives on the scene. Ogling the car inside and out, the Glambot fixates on the car’s grill, wheels, sleek interior and high-tech hyper screen.

While E! Glambot Director Cole Walliser is sympathetic to Glambot’s feelings, they’ve got a job to do so soon they’re back at it, capturing celebs as they make their entrances.

The piece was produced for E! and Mercedez-Benz by Los Angeles-based Ringer.

“One of the most exciting parts of the project was turning the E! Glambot into a character,” said Rob Meltzer, Ringer founder as well as the spot’s writer and director, in a statement. “We used several techniques, including pre-programmed head and body gestures, real-time improvised gestures, and lens iris changes that simulated an eye opening wide.”

Ringer created computer-generated set extensions to capture the scope of a typical red carpet arrival. The agency then designed two unique red-carpet settings for two different spots: the first that aired on E! prior to the Grammy Awards on Sunday, February 5 and another that will run during red-carpet arrivals for the Oscars on Sunday, March 12.


Client: NBCUniversal

SVP, Marketing: Jamie Cutburth

SVP, Strategy, Creative, Production & Project Management: Steven Rummer

VP, Creative Partnerships: Sharon Ngoi

VP, Marketing: Meredith Momoda

VP, Marketing: Emily Perrone

Sr. Executive Producer: Janelle Albino

Sr. Director Marketing, Live Events: Abbie Rivera

Sr. Project Director: Kendal Stavros

Creative Director: Lisa Esselstein

Director, Marketing: Jessica Vitti

Sr. Writer/Producer/Editor: Jack Douglas

Sr. Producer: Lance Billington

Sr. Manager, Marketing, Live Events: Jose Valadez

Sr. Manager, Marketing: Hannah Collings

Manager, Marketing: Rachael Haase

Specialist, Marketing: Caitlin Murray

Client: Mercedes-Benz USA

Sr. Campaign Specialist: Geoffrey Drum

Agency for Mercedes-Benz USA: Merkley + Partners

Account Supervisor: Julia Breckwoldt

Agency/Production Company: Ringer

Writer/Director: Rob Meltzer

Executive Producer: Silke Thompson

Head of Post Production: Daniel Elkayam

Tags: branded integration e mercedes-benz merkely + partners nbcuniversal ringer

  Save as PDF