CDD unveils Mercedes work

Campbell Doyle Dye, the Abbott Mead Vickers BBDO breakaway agency, is unveiling its first campaign since its official launch last November.

The work is for Mercedes, its founding client, to support the launch of the CLK-Class coupe on 6 June.

The campaign targets young men and women by suggesting that owning a CLK-Class coupe makes its driver desirable to the opposite sex.

There are four print ads in the campaign. One presents the CLK as an "answer". The question, written upside down in the style of a magazine competition, is "what does she see in him?".

A second execution uses the line "Item 1 on the pre-nup", another says "Be prepared to meet a lot of shallow women", while the final execution presents the car as a diagram with the line "looks good".

The ads, which will run in July issues of men's and women's lifestyle titles, were written by Sean Doyle and art directed by Dave Dye, both joint creative directors at the agency. Media planning and buying is through BJK&E. The spend for the campaign is £200,000.

The CLK work will be followed up with press campaigns for the A-Class, the new E-Class and the S-Class.

CDD first formed in May 2001, backed by the Italian network Armando Testa.

However, the deal with Testa fell through, and the agency relaunched with Omnicom backing in autumn 2001.


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