BACKGROUND
The Bangkok International Motor Show stands out as Thailand's most famous automotive exhibition, drawing over 1.5 million visitors annually. Traditionally, car brands have welcomed the audience with models often referred to as "Pretty" in Thailand, women showcasing new car models with their attractive faces, bodies, and sexy presence. However, the role of being "Pretty" comes with a dark side, as they frequently encounter harassment through words, gaze, and actions, both during and outside their duties. Disturbingly, some have experienced further harm, such as seduction, assault, and even death.IDEA
In the 2020 Motor Show, Mercedes-Benz made a statement as the pioneer among car brands by discontinuing the use of "Pretty" for any car event. Instead, they introduced a new role called the "Digital Guide", aiming to combat harassment that has plagued traditional models for three decades. This new role is open to all genders, wear smart, non-sexualized outfits, and boast in-depth car knowledge supported by digital tools.Film
Video Case
