DaimlerChrysler Puts Safety First in Global TV Effort

DETROIT A global TV commercial that focuses on developing technology for safer driving is scheduled to break next week from DaimlerChrysler.

Created by Interpublic Group’s Springer & Jacoby UK in London, the spot debuts on April 22 and is part of a global image campaign the automaker launched in 2001. The new execution continues to employ the tagline, “Answers for questions to come.”

The execution uses a Mercedes-Benz S-Class model to show how “intelligent” safety features can help drivers avoid accidents. It underscores the client’s push for technological leadership and its development of systems such as night vision, pedestrian recognition (which alerts drivers of pedestrians in the vehicle’s path) and lane assistant, a device that helps the car stay in the correct lane.

The spot will air on network TV in the U.S. and on Bloomberg TV, BBC World, CNN and CNBC globally. Spending was not disclosed.