Maher Bird Associates has launched a print campaign targeting the
UK truck market for Mercedes-Benz. The work aims to profile the
technical abilities of the Mercedes Actros truck.
One ad lauds the benefits of the truck's fuel economy by showing the
picture of the Actros reflected in the panels of a solar power
Another shows the truck's sophisticated monitoring system by having the
vehicle drive past a bank of satellite dishes. The last ad features the
truck's long lifespan and sees it driving past an observatory.
All the executions carry the endline: "Actros. Better in the long
John Baker, the general manager, truck marketing, at Mercedes-Benz,
commented: "The number of trade publications targeted at the truck user
In this business environment, where all manufacturers are using similar
media, both the message and the impact of the ad are crucial."
Graham Monk, MBA's managing director, said: "Although the market buys on
rational criteria, it doesn't mean the ads can't be emotionally
The ads will run in business press and were written and art directed by
Simon Davenport and Martin Pierson. BJK&E handles media planning and