Maher Bird creates UK print campaign for Mercedes truck

Maher Bird Associates has launched a print campaign targeting the

UK truck market for Mercedes-Benz. The work aims to profile the

technical abilities of the Mercedes Actros truck.

One ad lauds the benefits of the truck's fuel economy by showing the

picture of the Actros reflected in the panels of a solar power


Another shows the truck's sophisticated monitoring system by having the

vehicle drive past a bank of satellite dishes. The last ad features the

truck's long lifespan and sees it driving past an observatory.

All the executions carry the endline: "Actros. Better in the long


John Baker, the general manager, truck marketing, at Mercedes-Benz,

commented: "The number of trade publications targeted at the truck user

is limited.

In this business environment, where all manufacturers are using similar

media, both the message and the impact of the ad are crucial."

Graham Monk, MBA's managing director, said: "Although the market buys on

rational criteria, it doesn't mean the ads can't be emotionally


The ads will run in business press and were written and art directed by

Simon Davenport and Martin Pierson. BJK&E handles media planning and