“Performance” Takes Gold: Mercedes-Benz of Sugar Land Wins Two Global Creative Awards

Mercedes-Benz of Sugar Land (MBSL), a privately owned, family-operated dealership of 23 years, has been honored with both a MarCom Creative Award and a Muse Creative Award for our internationally recognized TV campaign, “Performance.” The wins spotlight the strength of MBSL’s marketing team operating at the level of a national agency, handling full creative strategy, concept, direction, and execution without an outside agency of record. The awards recognize brands and agencies pushing the boundaries of visual creativity, emotional impact and innovative communication.

The campaign represents years of storytelling evolution within the dealership, which has long produced an original web series, all short and long-form videos, as well as organic content to share its love for cars and authentic motorsport roots. “Performance” is the pinnacle of that work, created not with awards in mind but to highlight our deep connection to motorsports and the dealership’s distinction with its exclusive First. Class. Access. Program.

Filmed at MSR Houston, a motorsports racetrack that has anchored Mercedes-Benz of Sugar Land’s performance programming since 2014, the campaign draws from the dealership’s real-world motorsports ties rather than manufactured spectacle. The spot features a fully custom-wrapped IndyCar, bespoke racing suit and helmet system designed exclusively for the shoot, and was piloted by former professional driver and MBSL brand ambassador Kory Enders. From dynamic drone footage to immersive in-car cameras, every sequence was captured alongside a live pit crew with race operations mirroring the precision of an actual race environment.

As a family-owned business serving the Sugar Land and greater Houston community for more than two decades, we take great pride in shaping our own story. This recognition is meaningful not only because of the creative work itself, but because it reflects the dedication, craftsmanship and authenticity our small team puts into everything we produce.

To bring the creative vision to life, MBSL partnered with Comcast Advertising Client Creative for the production, while all creative strategy and direction remained fully in-house. The campaign is currently running across broadcast, CTV, OTT and paid social in Q4 2025, with distribution through Comcast, ABC®, NBC, Amazon, YouTube TV, TikTok, Meta and YouTube, targeting the Houston market.

To complement the campaign, we unveiled an exclusive behind-the-scenes video on its YouTube channel, offering a rare inside look at how a dealership without a traditional agency partner built and deployed an international-caliber commercial. Watch the behind-the-scenes story below!