Mercedes Touts Its Vehicles as 'Unlike Any Other'

A new campaign for Mercedes-Benz USA uses one tag line, “Unlike any other,” for all of the automaker’s vehicles.

The client spent about $120 million from January to November 2001 on ads in the U.S., according to CMR. Eleven spots by Merk ley Newman Harty & Part ners in New York begin breaking today; each highlights a vehicle attribute, such as se curity or value, followed by the tagline. Merkley also does Mercedes’ media planning; Omnicom sister shop PentaCom, Detroit, handles buying.

The introductory spot focuses on the launch of the fifth-generation SL500, showing the vehicle through various time periods, with icons such as a peace symbol in the ’60s and a disco ball in the ’70s.