Leo Burnett is poised to lift the wraps off a major press campaign for
the top-of-the-range S-class Mercedes-Benz.
The campaign features four executions, two of which will roll out this
Each ad shows the S-class in a different setting with a different
headline. The copy underneath relates closely to the headline, while
also highlighting key refinements of the S-class model.
For example, one of the executions shows the S-class in a cavernous,
subterranean setting, above the headline: ‘So. Is the end of the world
nigh?’. The copy beneath goes on to describe the Mercedes’ high-bending
protective steel pillars.
The second execution shows a green model S-class shot against a deep-
blue background, with a single fluffy white cloud in the shape of a
sheep reflected in the windscreen.
The headline runs: ‘So. Let’s talk about sheep.’ The copy highlights the
fact that in a world where a sheep carcass suspended in formaldehyde
costs pounds 40,000 and is called a work of art, you can pick up an S-
class Mercedes for the same amount.
Both ads were photographed in the Mojave desert by Darran Rees. They
were art directed by Robin Smith and written by Robin Weeks.
The third execution was photographed in a ruined priory in the north of
England. The headline asks the question: ‘Is marriage dead?’. The copy
goes on to explain that Mercedes drivers are among the most brand loyal
of all car drivers.
The fourth execution will be photographed later in the year. Taking a
grammatical theme, it will focus on split infinitives.
Media is also handled by Burnetts and ads will appear in most quality
national newspapers as well as the Spectator magazine.
Gerard Stamp, the creative director at Burnetts, said: ‘The S-class is
often quoted as the world’s best car; this campaign takes it for
granted. So instead of discussing cars, the ads raise issues that are
more contentious: modern art, for example, or the institution of