«Embrace Life» is the European campaign Opel is launching for the second generation Opel Meriva. The marketing push focuses on the innovative design is driven by the demands of consumers and metaphorically compares this effort to a physical hug.

The campaign, created by Amsterdam Worldwide, shows how an embrace can mean many things. The New Opel Meriva has rear-hinged passenger FlexDoors which open to almost a 90 degree angle and the campaign uses visuals of this innovation to draw comparison to how consumer needs and demands are at the forefront of all efforts of design for Opel’s cars.

«Embrace Life» will use television commercials, print advertising and outdoor signage to get the message out about the Opel Meriva. Each will be in different settings from ‘embracing comfort’ signified by a happy elderly couple hand in hand to ‘embracing protection’ exampled with a timid child hiding behind his father. Each commercial will exhibit how different ‘embrace’ can be to each given situation.

This newest campaign is much different than previous advertising that focused on the Meriva’s space-saving ability and more towards an embrace — a symbol of emotion.