Mercedes ads show value of commitment

Maher Bird Associates has unveiled its first work for Mercedes-Benz's Parts and Service Division.

Maher Bird Associates has unveiled its first work for Mercedes-Benz's Parts and Service Division.

The pounds 1 million press and poster campaign, which breaks on 19 October, aims to remind owners that an authorised dealer is the only place to take their Mercedes.

The three press and poster executions hope to portray emotional commitment to the brand by comparing the relationship between a driver and their car with that between a man and a woman.

The first ad shows a mechanic approaching a Mercedes holding a bunch of spanners tied with red ribbon behind his back. The second shows a washer in a red velvet box. The third shows a trail of red rose petals on a garage floor leading the way to the garage ramp. All the ads carry the line: 'She's worth it.'

Graham Monk, the managing director of MBA, said: 'Research told us that owners felt they hadn't just bought a car but they had made a commitment to Mercedes. That commitment included keeping their car in the very best condition - outside, inside and under the bonnet. We need to remind them that taking their car to an authorised dealer was best because 'She's worth it'.'

The campaign was written by Patrick Robertson and art directed by Darren McKay. The photography was by Nick Georghiou. Media planning and buying was by BJK&E.


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