Mercedes-Benz recently aired a new advertisement showing the triumph of evolution over decay. The subject of the new ad, which aired during the coverage of the 2014 US Tennis Open, was the 2015 Mercedes-Benz GLA 250.

The ad starts by defining “decay” as the “opposite of evolution, the absence of improvement and the enemy of perfection.” It contrasts decay with how the German marque has reinvented itself as it moved forward over the years to achieve major breakthroughs and top-of-the-line products.

As the narrator speaks, the vehicle can be seen cruising through a derelict mansion, which is later revealed to be located in a deserted town. The scene artistically depicts visually how decay comes about if the drive for improvement or innovation is abandoned. Basically, the ad showcases the Mercedes-Benz GLA 250 as the product of the brand’s continuous evolution in its aim to gain perfection in its products. Then, it ends the ad with a high note by saying, “the only way to triumph over decay is to leave it in its own dust.”

Overall, the people at the marketing division of Mercedes have done a very good job on this one. It is definitely way better compared to the puzzling Tilda Swinton ad it made to build hype for the Mercedes-Benz S-Class Coupe.

While S-Class Coupe clip featuring Swinton was captivating, majority of its viewers found it hard to see right away the message that the ad was trying to convey, because the scenes appeared to be very random and the plot overly intricate. It failed to leave something that viewers would want to talk about, aside from it having a very famous Hollywood celebrity. However, this GLA 250 left some points that viewers found very catchy based on comments from various threads.

Most of the commenters praised the video’s outstanding cinematic and narration. A number of them were also asking where the short video was filmed. We will update you all on the location of the shoot once we get some answers from Mercedes.