The ‘Benz’ Effect: TeamXThailand unravels Thailand’s endearing nickname trend

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Thai culture is renowned for its richness and depth, and nowhere is this more evident than in the charming tradition of assigning English names or nicknames upon its people. In a delightful twist, Mercedes-Benz Thailand, in collaboration with TeamXThailand, has unveiled a new campaign for the upcoming Motor Show 2024, shedding light on the inspiration behind the discovery of a beloved Thai name – one that holds a special significance for Mercedes-Benz. Namely, “Benz.”


Thai people are famed for their ingenuity in naming conventions, where children often receive formal names from temple monks at birth but are affectionately known by their informal nicknames in everyday life. In a modern trend, English names have begun to blend into this tradition, resulting in names like Pancake (A famous Thai actress) and Nescafe (a renowned Thai singer), but one name reigns supreme and that’s, “Benz.”

Inspired by the dreams of their parents for prosperity and success, many Thai children bear the name “Benz” in homage to the iconic Mercedes-Benz brand. A poignant symbol of aspiration and achievement, the name “Benz” embodies the hopes for prosperity and dreams of countless families across Thailand.

The ‘Benz’ Effect: TeamXThailand unravels Thailand’s endearing nickname trend

“In Thailand, Thasorn Boonyanate (Pete), Chief Creative Officer at TeamXThailand, quips, “Believe it or not, everybody must have at least one Thai friend named ‘Benz’.”

Mercedes-Benz Thailand’s latest campaign, “Icon of Inspiration,” delves into the stories behind this latest insight and discovery. Teaming up with commercial film director Benz – Thanachart from Salmon House, the campaign uncovers the stories behind individuals named “Benz.” From Carl Benz’s pioneering spirit to the dream of owning a Mercedes-Benz, each story is a testament to the enduring legacy of the iconic brand.

The campaign has captured the eyes of millions, with viral distribution within just 48 hours, amassing over 2 million views, 2.5K shares, 18K likes, and 1.5K comments. Through the captivating video “In the name of ‘Benz’,” viewers are invited to witness the profound connection between the people of Thailand and the Mercedes-Benz brand.

As part of the upcoming Thai Motor Show 2024 experience, Mercedes-Benz Thailand invites attendees to delve deeper into the narrative of “Benz.” Explore the inspiring communication campaign at the Motor Show 2024 under the banner of “Icon of Inspiration,” which reflects the brand’s heritage and passion through the stories of people named “Benz.”

From exclusive interviews with “Benz” bearers to immersive displays celebrating the brand’s heritage, visitors will uncover the essence of inspiration behind every “Benz.” Don’t miss the special highlight of another “Benz,” “Benz – Thanawat,” an artist known as Bloody Hell Big Head, unveiling a design under the concept of “Icon of Inspiration” at the Mercedes-Benz booth.

For more information, visit Mercedes-Benz Thailand’s website or follow them on social media.

Agency: TeamXThailand
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Pratchya Vilaipol
Art Director: Peera Liangjai
Copywriter: Prame Poosoontornsri
Business Director: Sirimanat Runghirunsku, Arunee Rueangwattanaporn
Account Director: Anna Chuapramong
Account Executive: Thanyamas Chanchaiwat
Project manager: Kanokwan Kaewkern
Producer: Paramee Soontornwuttinun
Production House Credit: Salmon House
Director: Thanachart Siripatrachai (Benz)

The ‘Benz’ Effect: TeamXThailand unravels Thailand’s endearing nickname trend