As automakers try to convince Gen Y to buy, they’re trying any number of tactics, including trying to build brand buzz without even mentioning or showing cars, which is Mercedes’s strategy as it unveils the Avant-Garde Diaries, a video magazine focusing on ahead-of-its-time arts and culture — with nary a mention of the brand.

As automakers try to convince Gen Y to buy, they're trying any number of tactics, including trying to build brand buzz without even mentioning or showing cars, which is Mercedes's strategy as it unveils the Avant-Garde Diaries, a video magazine focusing on ahead-of-its-time arts and culture — with nary a mention of the brand. (BrandChannel)