In China, Kobe Bryant is as famous as he is here in the United States. Now the basketball megastar, nicknamed “The Black Mamba”, is endorsing yet another product in China. His most recent being when he teamed up with Jay Chou to promote Sprite.

smart is known for its unconventional and unique advertising techniques. Their latest advertising approach has Kobe Bryant taking on the streets of china in its tiny two seater.

The new campaign is called, “Big, In The City”. Its aim is to prove that the smart car is not small and has more than enough room for two people. So who better to prove this than their new brand ambassador, the 6ft 6in LA Lakers star.

As part of the campaign there will also be roadshow that will tour 25 major Chinese cities. Kobe himself will be visiting, “his home away from home” (China) in July for a smart car parties.

Below is the new commercial featuring Kobe that premiered on Sina Weibo.

Thanks to Shiner for the info.

The 2012 Mercedes-Benz C-Class will be without question a best seller for Mercedes-Benz.  To match the restyled design of the all new C-Class sedan and Estate and to reach its true sales potential, Mercedes launched a huge new ad campaign.  The launch from Mercedes-Benz is set to be a major campaign that accompanies the public launch of the new-generation C-Class. With its claim to be “a class ahead”, the integrated marketing campaign coolly and confidently underscores the C-Class’s ambition to lead its segment. Thanks to a newly enhanced interior, which now meets the highest standards of design and comfort, in addition to an extremely comprehensive safety package, the latest generation of the top-selling Mercedes model offers the same high level as the current luxury class vehicles – and will once again set new standards in the compact intermediate premium segment.

“With the new-generation C-Class, Mercedes-Benz is making its latest innovations available to the intermediate class,” says Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars. “With an approach that is both provocative and charming in style, the campaign turns a spotlight on the car’s innovative safety and comfort features, as well as on the high level of design quality found particularly in the interior.”

Using a broad-reaching mix of communication channels that combines the print media, TV, radio and the Internet, the campaign depicts the new-generation C-Class in dynamic vein. In particular a strong TV presence will guarantee broad visibility over the three-week period. The two 45 and 30-second TV advertisements take a humorous and cinematographic approach to the C-Class Saloon and Estate models, focusing in particular on the innovative ATTENTION ASSIST system, which detects and provides early warning of the onset of driver drowsiness. The 20-second pre-roll entitled “Souvenir” takes a enjoyable approach to the C-Class Estate’s 1,500-litre load capacity.

Whereas the TV ads and pre-roll are filmed in rural surroundings, for the print media the C-Class is photographed against an urban backdrop. The “living city look” highlights in particular the sportiness and dynamic qualities of the new-generation bestseller. In each case the vehicles are depicted in front of a real urban backdrop, which although unidentifiable in detail has been digitally enhanced to heighten the dramatic effect. Each advertisement highlights an outstanding feature of the new C-Class with a succinct message, for example “Never be content with only a little. Except when it comes to emissions.” to promote the car’s outstanding economy. In addition, a series of radio bi-spots will invite the general public to attend a dealership day on 26 March 2011.

smart is launching a new international brand campaign which focuses on the uniqueness of the vehicle’s concept in an unusual way. Five different stories are the common denominator for all communication activities. Each story demonstrates a feature of the smart fortwo, accompanied by humorous illustrations. They tell how this innovative vehicle improves the quality of life in pulsating cities. As a whole new vehicle concept ahead of its time right from the start, the smart is showing that it is the real city car. Compact, agile and individual as well as economical and with electric drive – all assets of the smart are addressed in the campaign. For example, the smart fortwo is a big idea for “…the city” because it fits in every parking space or for “…more uniqueness” because the individual program smart BRABUS tailor made offers endless possibilities for a unique and individual design and equipment.

Dr. Annette Winkler, Head of smart says “Right from the start smart was ahead of its time: Not just the perfect car for the city with a trendsetting design – it was also “a big idea”, a strong vision and a solution for the ever-increasing mobility and environmental problems in growing cities around the world. Almost 13 years after the first smart rolled off the production line approximately 1.25 million vehicles have been sold and it is a familiar part of the city roadscape. Not later than today we have the situation that moved the inventors of the smart to design this most consistent of all city cars that was far ahead of its time. Now the time for the big “smart” idea has finally come, including the electric drive for which provisions were made right from the start – that’s what we want to demonstrate with our campaign.”

Marc Langenbrinck, Head of Sales & Marketing says “Our new campaign confidently communicates the leadership claim of the brand in the typical smart tongue-in-cheek manner as the inventor of the microcar segment and the best in class. The campaign clearly shows: The smart was, is and will be an icon, a big idea and a benefit for urban quality of life.”

The integrated campaign covers all communication channels – from print ads, posters and online banners to TV, online and cinema spots, a Facebook application and trade and dialogue marketing activities. It will also be integrated on the website www.smart.com and on smart’s mobile portal. smart markets around the world can select individual measures from the extensive communication package and implement them as required.

The 29th January is a very special day for Mercedes-Benz. It was on this day in 1886 that Carl Benz filed a patent application (number 37435) at the Reich patent office for his “vehicle operated by gas engine”. And now, 125 years to the day, 29th January 2011 sees the launch of the latest development from Mercedes-Benz – the new CLS. This new generation of the four-door coupé embodies to perfection the remarkable capacity for innovation in the fields of design and technology which has characterised the brand with the three-pointed star for over a century. This combination of sensuality and sense is picked up by the 360° campaign for the market launch of the new CLS.

“There has never been a new vehicle concept which has enjoyed the same degree of success as the CLS. With the launch of this model in October 2004 Mercedes-Benz established a bold, new vehicle concept and the new version builds on this with its exciting design and refined sportiness”, says Anders Sundt Jensen, Head of Brand Communications Mercedes-Benz Cars. “On top of this, the coupé offers even greater efficiency, agility and safety than before. Every driver of the new CLS will be able to feel this perfect combination of sensuality and sense which makes this such an unique vehicle. And that is what we focus on in the campaign.”

Campaign built around print advertising, a TV advertisement, pre-roll ads and a web special

The integrated advertising campaign comprises all the communications channels – from print advertising to TV and radio advertisements, pre-roll ads, an interactive web special and an iPad app all the way up to retail and interactive marketing activities. The campaign presents the CLS in a distinctive, purple-coloured cosmopolitan setting and underlines its claim to the leadership of the four-door coupé segment assuredly and authentically.

In the twelve different print advertisements, for example, the visual charisma of the vehicle is associated with succinct messages such as “Sensuality and sense”, or “Proud to present two high-lights”. Through this approach Mercedes-Benz underlines the status of the new coupé as a perfect combination of exciting beauty, innovative safety technology and sustainable mobility. These qualities derive from features – such as Active Blind Spot Assist, Active Lane Keeping Assist, new high-performance LED headlamps and efficient engines which consume up to 25 percent less fuel – offering the highest standards of safety, driving dynamics and economy.

The TV advertisement concentrates on the irresistible attraction of the CLS by playing on the idea of the desire for absolute freedom to make one’s own choices. It shows a middle-aged man who has swapped his successful career for a simple life in the mountains. Suddenly, he sees the CLS on a mountain road and is completely captivated by the exciting beauty of this coupé – it is a moment which changes his life once again.

Parallel to the TV advertisement there are three different films which run on the web and in cinemas. As well as presenting the excitement of the CLS they offer an amusing take on the energy-saving and environment-friendly BlueEFFICIENCY model as well as the unique LED technology. The innovative light system of the CLS is also explained in detail in a dedicated report on www.mercedes-benz.tv.

In addition to these measures, the CLS plays a starring role along with top model Karolina Kurkova in the visual for the international Mercedes-Benz Fashion engagement. The spectacular image, which captivates the viewer with its beauty, dynamism and flamboyance, will appear for the first time on posters, print advertisements and internet at the upcoming Mercedes-Benz Fashion Week Berlin from 19th – 22nd January 2011.

Web special with a short story by best-selling author Joey Goebel already online

An interactive web special at www.mercedes-benz.com/cls has been giving visitors an impression of the new CLS ever since the world premiere of the vehicle. A short story by best-selling American author Joey Goebel allows users not only to experience the unique four-door coupé but also to assume the role of the main character and play an active role in the story “Sensuality and sense”. The highlights of the CLS are presented in additional short stories by Joey Goebel in the form of videos. A version of the interactive web special optimised for the iPad will be available in the App Store in February.

Mercedes-Benz is said to be launching a SLS AMG car in 3D as part of a £1m integrated campaign featuring former F1 driver David Coulthard. The campaign, created by Weapon7, shows Coulthard driving the new supercar around a well known stretch of open road in 3D.

Mercedes says it aims to create a sense of anticipation and excitement, encouraging consumers to participate online and experience the SLS AMG for themselves.

Fans will also have the chance to win “experiences” including driving the SLS AMG around a famous European racetrack, being driven by David Coulthard, tackling the Top Gear track and personalised SLS AMG driving days at Mercedes-Benz World.

The content will be centralised on both an online hub and mobile site. To amplify the idea, online and real world content will be seeded across the digital landscape via social media channels such as Youtube, Flickr, Facebook, Twitter and Blogs.

Weapon7 worked with ISM and Fever PR to deploy social media and content seeding strategies, and with Inc on 3D filming.

Andrew Roberts, communications director, Mercedes-Benz UK says: “Being first to bring a new idea to life is something Mercedes-Benz has an unrivalled track record in. So to signal the launch of our extraordinary new high performance flagship, the SLS AMG, we wanted to take a communications approach that would be both innovative and ambitious.”

Chris Westlake, managing partner at Weapon7, adds: “We’ve developed an innovative use of 3D filming technology that utilises content and social media to deploy an integrated idea through our ‘Tempt, Engage and Build’ approach. We have created an engagement idea with the aim of igniting and earning the interest in the SLS AMG among a younger audience encouraging them to participate in the launch of the car.”

Maxus planned media for the campaign.

Since the beginning of 2010 Mercedes-Benz has sold 16 percent more cars worldwide than in the same period last year. And the groundwork has already been laid for further growth thanks to the current model offensive. 16 new or upgraded models will be launched during 2010 and 2011, including two vehicles in a soon-to-be family of four in the compact segment. With the smart fortwo electric drive, the B-Class F-Cell and the A-Class E-Cell, the new model launches include three series production vehicles with alternative drives and zero local emissions. Autumn 2010 will see Mercedes-Benz once more set benchmarks in the efficiency of modern internal combustion engines. All-new V6 and V8 engines consume up to 24 percent less fuel than their predecessors. These BlueDIRECT powerplants are the perfect complement to the four-cylinder units already available on the market and turning in exceptionally low fuel consumption figures. Also in autumn, Mercedes-Benz will introduce its ECO start/stop function as standard throughout its model line-up.

Starting right now, these product and technology innovations will be supported by a wide-ranging communications offensive, the focal point being the new brand claim “The best or nothing.” – the principle from the company’s founding father Gottlieb Daimler. Already extremely well received by employees as a guiding theme introduced at the end of 2009, it is now set to underscore the brand’s ambition to lead in an outward facing context. “We invented the automobile and originated technologies that are now taken for granted – from the safety cell to ABS, the airbag or ESP®, and unique technological highlights such as ‘PRE-SAFE®’. Based on this tradition, our customers expect nothing less than technological leadership,” comments Dr. Joachim Schmidt, Executive Vice President Mercedes-Benz Cars Sales and Marketing. “For us, that means we want to deliver the very best in all areas – be that in research and development, production, sales, service and aftermarket business or in purchasing.”

The new brand claim is not only reflected in the core brand values of perfection, fascination and responsibility, but is also a living, breathing part of corporate culture. It was Gottlieb Daimler who formulated the motto “The best or nothing”, always living and working by this. Until this very day, this leadership expectation remains fundamental to the thoughts and actions of every single Mercedes employee. Therefore, it was no surprise that this theme was enthusiastically adopted by the workforce as a motivating internal rallying cry and call to top performance.

Staying with this notion, Mercedes-Benz is enlisting its employees as brand ambassadors for the international brand campaign. Whether they are safety engineers, head designers or electronics specialists, employees from a wide range of functions underscore factors that reflect the brand’s ambition to lead now and in the future. The brand campaign will begin on 11 June 2010, and run in print, TV and online channels.

This ambition to lead will also be evident in the visual depiction of the brand through greater proximity between the badge on the vehicle and communication. In communication activities, the brand name and logo will be used together and augmented by the “The best or nothing” brand claim. The star – one of the world’s most valuable and best known logos – receives a three-dimensional appearance and a highly polished chrome finish.

Mercedes-Benz has just launched a new commercial for the 2010 E-Class demonstrating its impeccable safety prowess.  I don’t want to give too much away and ruin the suprise, but I will tell you the commercial centers around a driver of the E-Class who receives an untimely visit from the Grim Reaper.  The rest, as they say, is movie magic.  

You can check out the 2010 Mercedes-Benz E-Class commercial entitled “Sorry” in all its unadulterated glory immediately below – simply hit play, sit back and enjoy ladies and gentlemen.

Kicking things off this beautiful April morning, we’ve got a behind-the-scenes look at a SLS AMG Gullwing commercial starring Michael Schumacher that we thought was new but actually made its debut back in January.  In it, Schumacher takes a turn in the new model, and surrounded by his support team, attempts to perform a rather arduous driving feat.  I won’t give away any more details, as you can watch the video below and see the action for yourself.  When you’re finished, you can check out the additional behind-the-scenes photos from the Schumacher SLS AMG commercial filming showing various setups, storyboards, etc. that went into the making of the ad.  Thanks to Markus Jordan for the photos.

Surprisingly different time and again: on 16 February 2010 smart is starting a new international brand campaign and bringing fleeing “Hot Dogs”, a filling station attendant and further surprising stories to cinema, TV and computer screens. The ten second spots each show a film excerpt that arouses interest and makes viewers curious to find out more. Accordingly, they end with the question that everyone asks: “What happened?” The microsite www.the-smart-class.com – the central element of the whole campaign – provides the answer. The long version of all films is shown in this web special.

“Our new brand campaign demonstrates the features of the smart fortwo in an entertaining and typical smart tongue-in-cheek manner. All viewers will enjoy it and it is an ideal combination of classic and new media”, says Marc Langenbrinck, Managing Director smart brand and Head of Sales & Marketing smart. At www.the-smart-class.com internet users can discover the features of the smart fortwo in an interactive way – from its compact exterior, economy and environmental compatibility to its surprisingly large interior. Each film presents one of the typical features of the smart fortwo in a bizarre and amusing way.

The campaign is starting with two films and a further four will follow in the course of the year. At www.the-smart-class.com interested viewers will find the answer and the whole story behind the short off-beat clips. The protagonists in the films are part of an international, 3D animated city on the internet and invite viewers to find out more about smart. In addition, the web special gives those interested an opportunity to register for a test drive, order brochures and download wallpaper. Emailings and radio spots accompanying the campaign and an extensive online, viral and trade marketing package also guide visitors to the campaign microsite.

The brand campaign was jointly developed and implemented by smart together with four national organisations (Germany, France, Italy and Great Britain) and their BBDO agencies. smart has once again succeeded in realising a consistent international brand profile whilst considering the needs of its main markets. The films were shot in Los Angeles in December 2009.

Pure fascination and high tech at the very highest level: with the new SLS AMG, Mercedes-Benz is completely redefining the speed, driving dynamics and design of the super sports car. The Mercedes-Benz SLS AMG accelerates from a standstill to 100 km/h in just 3.8 seconds. Constructed primarily from aluminium, it tips the scales at just 1620 kilograms, which equates to 2.84 kilograms per hp – an absolute peak value in the super sports car segment, guaranteeing driving dynamics in a class of their own. With its gullwing doors, long bonnet and an instrument panel which is reminiscent of an aircraft cockpit, it embodies a powerful and passionate sportiness, coupled with exceptional elegance. The Mercedes-Benz SLS AMG is an invitation to “take off” with all of the senses. This desire for a completely new driving sensation is also a highlight of the integrated marketing campaign which was launched at the vehicle’s world premiere in September at the International Motor Show (IAA), and is gradually building up to its market introduction in the first quarter of 2010.

The marketing mix comprises all possible communication channels, with online activities in particular playing a key role. “It is immediately obvious that that this is the ultimate and most exciting sports car of all time”, says Anders Sundt Jensen, Head of Brand Communications for Mercedes-Benz Cars. “The campaign is concentrating precisely on those elements which account for the excitement and passion of the Mercedes-Benz SLS AMG: the unique design and the perfect high-performance technology. The underlying theme, “Is it still a car?”, runs through all communication activities and channels.”

Print advertising and TV spot

The design of the entire campaign is puristic, and features imagery which is both progressive and mildly mystical, but at the same time extremely dynamic. As such print advertising for example, which is being initiated from February 2010, depicts a red Mercedes-Benz SLS AMG striking a powerful pose on grey asphalt against a black backdrop. The visual motif is supported by a brief, meaningful message, such as “Oh Lord …” or “A cockpit. An engine. Two wings. Is it still a car?”, for example. The adverts will appear in daily newspapers and magazines.

The TV advert with Michael Schumacher, the seven-time Formula 1 World Champion and MERCEDES GP PETRONAS driver, tells the story of an unusual experiment: The SLS AMG demonstrates its technical highlights from preparation and test phases to the realisation. The advert will make its debut appearance on 30 January 2010 on all major television channels with a 60-second roadblock, after which it will continue to run as a 45-second spot until the end of March.

Webspecial and social media activities

The Mercedes-Benz SLS AMG has already had a presence on the Internet since its world premiere at the International Motor Show with a webspecial at www.mercedes-benz.com/sls-amg , which will now be extended further with the addition of an interactive guided tour of the AMG development plant. In addition, three editions of an online magazine will provide extensive information on the performance (“Milliseconds”), the lightweight construction (“Milligrams”) and the design (“Millimetres”) of the SLS AMG.

The vehicle is also to be found on a variety of social media platforms. For example, Mercedes-Benz has launched a reporter blog at www.sls-amg-reporter.de, where car enthusiast Matthew K. is posting reports, pictures and video clips of his travels as an SLS AMG reporter as he follows the global launch of the new gullwing. In addition to the reporter blog, Matthew K. is active on Twitter ( http://twitter.com/slsamg ) and Facebook, while fans of the Stuttgart automobile brand will also find that an official fan page on the world premiere of the vehicle has been set up within the Facebook social media community at www.facebook.com/MercedesBenz .

From the start of February 2010, enthusiasts will also be able to enjoy a new iPhone application called “SLS AMG”, which has been designed to give players a taste of the new super sports car via 360° gameplay featuring the iPhone’s innovative “accelerometer” technology. Furthermore, players will have access to several modes: they can either opt to play alone, or demonstrate their driving skills in races against other players from all over the world. The free application will be available for all iPhone models.

On top of all this, the campaign also comprises a variety of additional measures – from trade and dialogue marketing activities, right through to exclusive customer events. A particular highlight of the integrated communication is the new key visual for the international fashion activities of Mercedes-Benz, which was used for the first time during the Mercedes-Benz Fashion Week Berlin in January 2010. British fashion photographer Nick Knight, together with designer Gareth Pugh, has captured the Mercedes-Benz SLS AMG and top model Julia Stegner in some spectacular shots.

Mercedes-Benz SLS AMG in the new video game, Gran Turismo® 5

The gull-wing is not only expected to cause a stir on the roads with its breathtaking performance. The SLS AMG is also featured in the latest version of the PlayStation® 3 (PS3™) game Gran Turismo® 5, scheduled for release in 2010. In this new video game, gaming fans and car enthusiasts alike will be able to enjoy an interactive driving experience first hand at the wheel of the new Mercedes-Benz SLS AMG in full HD quality thanks to extremely realistic rendering. Furthermore, Mercedes-Benz gets to share a special honour: the super sports car will also grace the cover of Gran Turismo® 5 as the first vehicle from a German manufacturer in the history of the game series.

Welcome back ladies and gentlemen; I hope you all had a fantastic weekend. If you’re one of three people that have actually taken the time to read Mercedes-Benz’ Mercedesmagazine online, then we’ve got some news that will surely quicken your pulses this beautiful Monday morning. Mercedes has updated the website for their Mercedesmagazine service with a new design – one that offers “emotionally appealing photos, typography with a light touch and high-quality.”

Cutting through the marketing fluff, it’s the same writing as before – highly sterile, press release-styled content – wrapped in a newly animated and surprisingly annoying shell. As an example, the first issue is dedicated to the new 2010 Mercedes E-Class. I’ll let Mercedesmagazine take it from here:

“Another fast and furious day at the office – finally you call it a day: You climb into your car, the door slips into its lock. Already you’re in another world. Welcome home – to the new E-Class. The engine starts. It was a fine choice to choose the 150 kW/204 hp turbocharged direct injection diesel engine of the E 250 CDI. It is Mercedes-Benz’ new generation of 4-cylinder CDI units with cutting-edge common-rail technology, two-stage turbocharging and precise piezo injection. The new E 250 CDI burns just 5.3 liters of fuel per 100 kilometers (44 mpg), a figure only a compact car could previously have hoped to achieve. The new sedan is therefore 23 percent more frugal than its comparable predecessor model, the E 280 CDI.”

I think you get the idea. Will I be frequenting the new Mercedesmagazine? Probably not. But if you’ve been a fan of Mercedesmagazine in the past and love Flash-based webspecials, you’ll likely dig the new version of the site.

To view the Mercedesmagazine, head over to mercedes-magazine.com where you can check out the new design, or keep reading for the press release detailing the new service.

“Welcome home. The new E-Class.” That is the marketing campaign that has been chosen to represent the launch of the 2010 Mercedes-Benz E-Class. If you haven’t already guessed, it’s meant to highlight the fact that when inside the 2010 E-Class, one feels a sense of comfort and safety comparable to that of his own home. Accenting the “Welcome home” message will be other will be other witty catchphrases, including “Arrive as though you’ve never been away” and “The new Efficiency-Class: 204 hp, from 5.3 litres/100 km.”

According to Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars: “The communicative focus is on design, safety and comfort of the new E-Class. These are addressed by the claim ‘ Welcome home’, which communicates this feeling across all channels. The highest standards with respect to design, safety, comfort and efficiency are aspects that have high importance all over the world. This enables us to use the campaign in more than 100 countries, ensuring that the new model will be uniformly positioned and communicated.”

As for where you can expect to see the new E-Class campaign, planned media outlets that will display the “Welcome home” theme include television, newspapers, magazines, billboards and websites, while a series of official Mercedes webspecials complete the advertising blitzkrieg.

For more info on the 2010 Mercedes-Benz E-Class market launch campaign, keep reading for the official press release.

Not every star is light-years away: from mid-June onward, selected airports in Europewill become places where automobile dreams can come true. A large bed, positioned between the check-in counter and the rows of seats for waiting passengers, will invite potential customers to take a test drive in the new Mercedes-Benz CLC sports coupe. This highly unusual marketing activity is part of a wide-ranging campaign to mark the launch of the new CLC. The central slogan of the campaign, which extends across the full range of marketing channels, is “What car do you drive when you’re dreaming?” And its key message is that for a mere €28,000 the CLC offers an attractive and reasonably priced entry into the Mercedes-Benz coupe family.

“The CLC is a vehicle that appeals to the emotions, particularly to young people’s desire to own a car that has a great performance and is a lot of fun to drive. Alongside a classic marketing campaign, we’re therefore also using new types of advertising, which place more emphasis on the personal experience of the vehicle,” says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. “This primarily includes exclusive driving events that give customers the chance to enjoy at first hand the many exciting features of the CLC, as well as an interactive online campaign and all kinds of marketing activities on the part of the dealerships.” Directly after the world premiere of the CLC at the Mercedes-Benz Berlin Fashion Week in January 2008, Mercedes-Benz launched a special cell phone marketing campaign featuring a personal video message or voice call from the brand ambassador and top model Eva Padberg.

The integrated marketing campaign for the CLC was launched in Europe at the beginning of June. This comprises a wide-ranging information and mailing package for dealerships as well as ads in the print media, a TV commercial, a microsite, and exclusive test drive events.

“Dreamcatchers” for individual test drive events

With the help of “dreamcatchers,” Mercedes-Benz is directly targeting existing and, most especially, potential customers. The focus here, as with all of the marketing activities in the campaign, is the key slogan “What car do you drive when you’re dreaming?” A bed positioned prominently in highly frequented locations – such as airports, shopping malls, and automobile shows – serves to promote exclusive test drives in the “dream car” – the new CLC. In a continuation of the theme, specially branded pillows and eyeshades in airplanes invite passengers to experience the car of their dreams. Similarly, the door hanger in selected hotels encourages guests not only to dream of the new sports coupe but also to fulfill that fantasy.

Print media ads and a TV commercial

The print campaign continues with the theme of the CLC as an affordably priced entry into the MB sports coupe family. The images selected for the campaign show the car from a range of angles designed to accentuate its elegance, dynamism, and agility. They are combined with a variety of punchy statements such as “Dreams usually get overtaken by reality – here the reverse is true” and “Not every star is light-years away.” The print campaign, which features three ads, will run in high-circulation general-interest and lifestyle magazines as well as daily newspapers.

Meanwhile, the TV commercial for the new CLC, as broadcast on major public and private stations, shows that even little boys are dreaming of the Mercedes-Benz star. Shot in a restaurant, the ad shows a young boy being introduced to his mother’s new partner. The boy is at first obviously indifferent, but then he starts to study the man in some detail and is eventually won over by the sight of his car – the new CLC.