Mercedes-Benz Tri-State Dealer Group Unveils New Ad Campaign

13 October 1997

    NEW YORK, Oct. 13 -- In support of the most extensive retail
launch in its history, the Tri-State Mercedes-Benz Independent Dealers
Advertising Group (IDAG), will launch a new advertising campaign beginning
this evening created by its new advertising agency Lowe & Partners/SMS.
    The ads give a stronger voice and brand identity to the tri-state group.
The advertising focuses on key attributes that exemplify the special qualities
of a Mercedes-Benz dealer.
    Three new ads debut in mid-October: "Fun," "Passionate," and "Commitment."
Each emphasizes a single emotional attribute that symbolizes a particular
quality customers associate with the Tri-State Mercedes-Benz Dealers.
    In order to instill a strong emotional quality in each commercial,
archival stock footage was used in the ads.  In addition, the commercials are
localized for the tri-state group by distinct and identifiable New York area
places depicted in the film clips.
    Mike Ostrow, president of the Tri-State Mercedes-Benz IDAG, said, "The new
ads are everything that traditional dealer group advertising is not.  It is
certainly a 'defining moment' for the Mercedes-Benz Tri-State Group and with
dealer advertising in general.  It is all about why choosing a dealer is as
important as choosing an automobile.  A Mercedes-Benz dealer is with you
throughout the entire ownership experience -- it's a relationship -- and in
today's competitive market, that's what's important."
    In "Fun," a wide array of scenes from various New York area amusement and
entertainment places are edited together to symbolize a fun experience.  The
tag "Fun -- (If cars are so much fun to drive, shouldn't they be more fun to
buy?)" closes the spot.
    In "Passionate," feelings of passion and love are symbolized by a montage
of dramatic kissing scenes.  The tag at the end says "Passionate -- (Not a
word you'd normally associate with car dealers)."
    "Commitment" is demonstrated by a recording of the Wedding March
accompanied by vintage footage of wedding scenes with the tag, "Commitment --
(Ever thought you could have a meaningful relationship with your car dealer?)"
    Lowe & Partners is currently working on commercials that exemplify other
attributes such as "respect."  These ads are expected to run in early 1998.  A
supporting print campaign breaks simultaneously with the television
commercials on October 13.  These are the first advertisements for the
Tri-State Mercedes-Benz Dealers created by Lowe & Partners/SMS since the group
choose Lowe as its new agency this past summer.
    "The work we've created for the Tri-State Mercedes-Benz Dealers
complements the national brand campaign our agency created and continues to
build upon since the launch of 'Symbols' in February of this year," says
Marvin Sloves, chairman of Lowe & Partners/SMS.  "With this new campaign,
Mercedes regional dealers and the national brand are speaking in one voice
with different tones."
    The Tri-State Mercedes-Benz Independent Dealer Group is comprised of
25 authorized Mercedes-Benz Dealers in the New York, Connecticut and
New Jersey area.
    Lowe & Partners/SMS client list includes Mercedes-Benz of North America,
Inc., Sun Microsystems, Inc., The Coca-Cola Company, Braun, Sony, Time Warner,
Major League Baseball, Oral-B, Ralston Purina, Western Union, Denny's,
Whitehall-Robins, Marriott and Perdue.  Headquartered in New York City with a
full-service office in San Francisco, the agency employs more than 300 people
with billings of $600 million.  Lowe & Partners/SMS is part of The Lowe Group
which is ranked 13th among agency networks and has billings of $3.6 billion.

SOURCE  Mercedes-Benz of North America