Maher Bird unveils Mercedes used-car mixed-media burst

Maher Bird Associates has created a national press and radio campaign for Mercedes-Benz used-car dealers, depicting Mercedes cars as a reassuring presence in a worrying world.

Maher Bird Associates has created a national press and radio

campaign for Mercedes-Benz used-car dealers, depicting Mercedes cars as

a reassuring presence in a worrying world.



Common concerns of modern living, such as hair loss, health and sports

performance, are illustrated in the press work by black-and-white

photographs of a balding head, a T-bone steak and a golf grip. The ads

contrast these images with the Signature logo of the Mercedes used-car

business and the strapline: ’One less thing to worry about.’



Stephen Maher, chief executive of Maher Bird, said: ’This is a bold

campaign focusing on the apprehension and uncertainty that many people

experience when they come to buy a used car.’



The campaign was photographed by Malcolm Venville, art directed by Dave

Weller and written by Tony Hill. Media buying is through Mediapolis.



Maher Bird was appointed by Mercedes to handle its corporate fleet

advertising campaign in March 1996. The main pounds 9 million Mercedes

account is held by Partners BDDH, which won it following the resignation

of Leo Burnett last year.



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