Mercedes-Benz Asks 'Why?'

New Campaign Introduces All-New 2008 Mercedes-Benz C-Class

MONTVALE, N.J., Sept. 5 -- In support of the launch of the all-new 2008 C-Class, Mercedes-Benz USA (MBUSA) will begin airing the broadcast advertising components of its most significant marketing campaign in recent years on September 10. These new commercials from Mercedes-Benz will introduce the newest vehicle in its diverse product portfolio by asking, "Why did we devote seven years to creating the new C-Class?" The answer: "Because we promised you a Mercedes-Benz."

The theme used throughout the broadcast and print executions, created by MBUSA's lead agency Merkley+Partners (New York), informs buyers that through and through, the entry-luxury C-Class is every bit a Mercedes-Benz.

"This is one of our most critical launch campaigns in recent years," said Steve Cannon, vice president of marketing for MBUSA. "The 2008 C-Class raises the bar in the entry-luxury segment and is the gateway to the Mercedes-Benz brand for many of our customers -- a good number of whom will move up through the brand over the next decade and beyond. When you combine that with the fact that once our customers join the brand, they tend to stay, then you understand why the C-Class is so crucial to us at Mercedes-Benz."

The advertising campaign includes two national television spots, two radio spots, and five print ads, with regional versions of each produced as well. The commercials are scheduled to air on both network television and national cable stations, beginning Monday, September 10, and they will continue airing through November 4th on such top-rated programs such as CSI, Grey's Anatomy, Law & Order, and Ugly Betty, as well as the 59th Primetime Emmy Awards. Spots will also air on national cable channels including Bravo, ESPN, and National Geographic.

The first brand spot called "Why?" (:60/:30) uses vivid demonstrations along with facts about the car and its development to underscore the unique nature of what goes into building a Mercedes-Benz. Four 200-pound men sitting on open door sills, along with giant ball bearings pounding the car's chassis, highlight its strength. References to 14 million mile road tests, high-speed suspension tests and the car's formidable braking system further emphasize its quintessentially Mercedes-Benz qualities.

In a second spot entitled "Why?/Performance," we learn more specifically about a sport sedan that was truly built for the Autobahn. Facts like "suspension that automatically tightens for aggressive driving" coupled with images of a car moving at racetrack speeds introduce us to a true driving enthusiast's vehicle.

A complementary print campaign, now underway, includes multiple executions (14 Million Miles, Designed To, Suspension, Bad to the Bone, and Play Nice), each of which highlights a different facet of the car's capabilities and engineering prowess. Copy gives us an in-depth understanding of the substance that fulfills the notion that " ... we promised you a Mercedes-Benz."

Across the board, the campaign also shows off the unequaled beauty of this surprisingly affordable and very aggressive entry-level sedan.

Print advertising will run in major magazines, primarily focused on lifestyle, technology, travel, shelter, sports and business publications such as BusinessWeek, Conde Nast Traveler, Domino, Fast Company, Gourmet, New Yorker, Self, Sports Illustrated, and Wired. Newspaper advertising includes USA Today and The Wall Street Journal.

"The campaign was created to reinforce the brand values that best resonate with the entry-luxury buyer: incredible performance, dynamic styling, and a great value," said Alex Gellert, president and CEO of Merkley+Partners (M+P) who oversees the Mercedes-Benz account. Creative work on the ad campaigns for Mercedes-Benz USA is handled by Andy Hirsch and Randy Saitta, both executive creative directors/partners at Merkley+Partners.

The online media campaign, produced with support from Critical Mass (Calgary, Canada), kicked off in March to generate interest and a buzz for the vehicle before its U.S. debut at the New York International Auto Show and to drive traffic to the C-Class microsite. In conjunction with the offline media campaign launch on September 10, new online creative will run through the end of the year on online websites for Edmunds (edmunds.com), Kelley Blue Book, (kbb.com), and Car and Driver (caranddriver.com), among others.

About the C-Class

The redesigned Mercedes-Benz C-Class is being offered in two distinct models -- luxury and sport variants -- each geared toward a different buyer. The Luxury models offer the features of the traditional luxury sedan; the Sport versions feature aggressive styling cues from the brand's high- performance AMG models.

The all-new 2008 C-Class sedan is larger than its highly successful predecessor, with a greater emphasis on driving dynamics, comfort and safety. The C300 Sport and Luxury models will be available with an all new 4MATIC all- wheel-drive system mated to a seven-speed automatic transmission starting in September. An impressive list of standard equipment includes a power sunroof, eight-way power front seats with lumbar support, two-zone automatic climate control, 17-inch wheels, Bluetooth connectivity, a central controller, and an LCD display screen.

The 2008 Mercedes-Benz C-Class model line begins at $31,975 for the new C300 Sport Sedan (228 hp, 221 lb-ft. of torque). The all-new C300 Luxury Sedan (228 hp, 221 lb-ft. of torque) will be priced at $33,675, followed by the C350 Sport Sedan (268 hp, 258 lb-ft. of torque) at $37,275. All prices include a $775 destination fee.

Mercedes-Benz USA (http://www.mbusa.com/), headquartered in Montvale, New Jersey, is responsible for the sales, marketing and service of all Mercedes- Benz products in the United States. In 2006, MBUSA achieved an all-time sales record of 248,080 new vehicles, setting the highest sales volume ever in its history and achieving 13 consecutive years of sales growth.

Merkley+Partners (http://www.merkleyandpartners.com/) is a leading full- service advertising agency. Founded in 1993, M+P has more than a half-billion dollars in billings and 255 employees. Headquartered in New York City, clients include: Arby's, AXA, Citigroup, E-Loan, Ferrero Rocher, Mercedes-Benz USA, Novartis, Pfizer, Prevacid and Smith Barney. M+P is a wholly-owned subsidiary of the Omnicom Group, Inc. , a leading global marketing and communications company.

Critical Mass (http://www.criticalmass.com/) is an interactive services firm that helps the world's leading companies use digital media to increase revenue, reduce costs and deepen customer relationships. Founded in 1995, Critical Mass has offices in Calgary, Toronto, Chicago, New York, Las Vegas, Atlanta, Austin, Geneva, and London.