Opinion: Newland on ... Mercedes.

When my brothers were small, they both solemnly promised my mother that when they grew up they'd each buy her a Mercedes. Such is the cachet of the Mercedes brand - it's what little boys dream about and big boys aspire to own. The long bonnet of a Mercedes is synonymous with wealth and power.

This makes it one of the best brands for which to create advertising; a Mercedes brief is a gift from the gods. The account was all it took to launch Campbell Doyle Dye two years ago and the agency's love of the brand has shone through the subsequent TV executions.

First there was 'Lucky Star', a spoof film promo starring Benicio Del Toro. Its direction, by Michael Mann, reinforced the car's slick credentials.

This was followed by 'movement', which compared the performance of leading athletes to that of a Mercedes.

Both ads did something that hadn't been done before. They were truly innovative and moved the category's advertising forward. Neither got much recognition at the various awards ceremonies, however, which I think was a shame.

As a consumer, though, the ads passed me by. Perhaps Mercedes' TV budget isn't big enough, because I only recall seeing the ads on TV once each time. Both executions had the kind of subtle plots that require repeat viewings, so I don't think historically Mercedes has been getting as much from its blockbuster films as it could have.

The latest spot, 'clouds', will definitely need a big TV budget. It was only on the fourth viewing that I began to enjoy the ad. For viewings one, two and three, I was trying to work out what was going on with those clouds.