Partners BDDH has launched a TV branding campaign for
The campaign uses the concept of human diversity to highlight the
numerous models available and will look to position Mercedes as a more
It will also aim to illustrate the increasing breadth of the Mercedes
range, which now incorporates 76 models, in a bid to get people to
reappraise the brand.
The campaign, which is set to the strains of Groove Armada's hit If
everybody looked the same, comprises three executions. The first pokes
fun at horoscopes and their propensity to pigeon-hole individuals. The
theme of variation is explored in further spots that show people
expressing their individuality at the hairdresser and the reactions of
certain observers to a stand-up comedian.
Richard Payne, communications manager for passenger cars at
Mercedes-Benz UK, said: 'Just as the world has changed and there are no
longer any predictable stereotypes, our range has expanded to include
smaller, more affordable cars, sportier models, and even our large
saloons are not exclusively driven by the traditional middle-aged
The ads will be supported by a press campaign. Dealer support material
has been produced by the sister agency Partners Columns Design.
The campaign was written by David Fleetwood, Steve Nicholls and Matthew
Anderson, and art directed by Gary Monaghan. It was directed by David
Hartley through Brave Films. Media planning and buying is through BJK&E