Sentimental Journey

When Elvis was just a toddler, W.I. Simonson was selling cars in Santa Monica, Calif.
A new Los Angeles-area advertising campaign is touting the Mercedes-Benz retailer’s longtime presence in the city, with one of the recurring images being a pelvis-shaking Elvis-like rock ‘n’ roller.
Copy in one ad states: “Before smog. . . freeways . . . rock ‘n’ roll . . . television. . . credit cards . . . Before any of this, there was W.I. Simonson & Mercedes-Benz.”
The campaign was developed by The Creative Department, formerly Borchetta Arts & Productions, in Valencia, Calif.
Through television, radio, print, outdoor and in-store point-of-purchase materials, Simonson illustrates the longevity of America’s national icons that came after the company’s 1937 founding.
” ‘Before’ is a campaign that reminds us to celebrate the past and present days of car-driving America,” said Francie Rehwald, imonson’s general manager and marketing director.
–Angela Dawson