Maher Bird Associates has created a national press and radio
campaign for Mercedes-Benz used-car dealers, depicting Mercedes cars as
a reassuring presence in a worrying world.
Common concerns of modern living, such as hair loss, health and sports
performance, are illustrated in the press work by black-and-white
photographs of a balding head, a T-bone steak and a golf grip. The ads
contrast these images with the Signature logo of the Mercedes used-car
business and the strapline: ’One less thing to worry about.’
Stephen Maher, chief executive of Maher Bird, said: ’This is a bold
campaign focusing on the apprehension and uncertainty that many people
experience when they come to buy a used car.’
The campaign was photographed by Malcolm Venville, art directed by Dave
Weller and written by Tony Hill. Media buying is through Mediapolis.
Maher Bird was appointed by Mercedes to handle its corporate fleet
advertising campaign in March 1996. The main pounds 9 million Mercedes
account is held by Partners BDDH, which won it following the resignation
of Leo Burnett last year.