Partners BDDH shows Mercedes' diversity

Partners BDDH has launched a TV branding campaign for

Daimler-Chrysler's Mercedes-Benz.

The campaign uses the concept of human diversity to highlight the

numerous models available and will look to position Mercedes as a more

dynamic brand.

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



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