New Mercedes Ads Tell Consumers to 'Live. A Lot'

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Mercedes-Benz USA today begins a 12-month multimedia campaign for its 2001 C-Class, which company executives termed a “turning point” in evolving the brand’s image.

“We really view this launch as the most important and most significant launch in the company’s history,” said Ken Enders, vp of marketing for Mercedes-Benz USA.

The effort, by Merk-ley Newman Harty, breaks today with an introductory print ad; three TV spots debut this week during the Olympics in 18 top markets.

The first spot, set to break Friday, shows a man learning from his doctor that he has “40 years to live, maybe 45, 50—tops,” and is advised to get his affairs in order.





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