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Mercedes ads show value of commitment.

Campaign

| October 06, 2000 | Poole, Emma | COPYRIGHT 2000 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Maher Bird Associates has unveiled its first work for Mercedes-Benz's Parts and Service Division.

The 1 million [pounds sterling] press and poster campaign, which breaks on 19 October, aims to remind owners that an authorised dealer is the only place to take their Mercedes.

The three press and poster executions hope to portray emotional commitment to the brand by comparing the relationship between a driver and their car with that between a man and a woman.

The first ad shows a mechanic approaching a Mercedes holding a bunch of spanners tied with red ribbon behind his back. The second shows a washer in a red velvet box. The third shows a ...

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