In support of the launch of the 2008 C-Class, Mercedes-Benz USA will begin airing the broadcast components of its most significant marketing campaign in recent years on 9/10. These new commercials ask, "Why did we devote seven years to creating the new C-Class?" The answer: "Because we promised you a Mercedes-Benz."
The theme used throughout the broadcast and print, via Merkley+Partners (New York), informs buyers that through and through, the entry-luxury C-Class is every bit a Mercedes-Benz.
The campaign includes two national television spots, two radio spots, and five print ads, with regional versions of each produced as well. The commercials are scheduled to air on both network television and national cable stations, 9/10-11/4 on CSI, Grey’s Anatomy, Law & Order, and Ugly Betty, as well as the 59th Primetime Emmy Awards. Spots will also air on national cable channels including Bravo, ESPN, and National Geographic.
Print will run in major magazines, primarily focused on lifestyle, technology, travel, shelter, sports and business publications such as BusinessWeek, Conde Nast Traveler, Domino, Fast Company, Gourmet, New Yorker, Self, Sports Illustrated, and Wired. Newspaper includes USA Today and The Wall Street Journal.