MNH Keeps Spirit of Lowe Benz Ads

First Campaign From New Agency Sticks With Same Approach
NEW YORK–The first work from Merkley Newman Harty for Mercedes-Benz USA, an account switch that sparked a multimillion lawsuit, looks and feels like previous ads from Lowe & Partners/SMS.
The new campaign, set to be unveiled in early September and still in production, continues with single-word themelines and executions that exude class and worldliness, sources said.
One TV commercial shows seven different models and asserts that in a world where some things seem out of place, there is only “one original”: Mercedes, sources said.
Another spot, “Security,” shows a series of crash tests over the years with images of people from those eras, sources said.