CDD develops 2004 branding campaign for Mercedes-Benz

Mercedes-Benz this week launches its 2004 brand campaign, created by Campbell Doyle Dye.

The 90-, 60- and 40-second versions of the TV execution, called "clouds", tell the story of a Mercedes dodging shadows under a menacing sky.

The spot opens on a driver performing amazing twists and turns in his convertible as he races across a desert trying to escape the clouds.

They take on a mysterious human form, through the use of special effects, and gradually become darker and more aggressive.

Eventually, the driver gives in and puts up the roof just as the rain begins to fall. The endline reads: "The new SLK-class with direct control steering. Mercedes-Benz."

The campaign, which follows on from last year's cinema and print work launching the 2003 passenger car range, was written and art directed by Walter Campbell.

The director was Nicolai Fugslig through the production company MJZ.

Post-production was through The Mill.

Media planning and buying for the campaign was handled by BJK&E.

The TV campaign is supported by press and cinema activity. A series of short films, in which the characters face personal challenges and have to outmanoeuvre the elements, will be screened after a two-minute cinema version of the TV spot.