Mercedes Benz C-Klasse Is A Class Ahead....

This is the name of a new major campaign designed to go together with the market launch of the new-generation C-Klasse. Under the “a class ahead” motto, the German automaker is promoting the vehicle’s newly enhanced interior a safety package, among other things that are aimed at making it a leader in its segment.

The TV presence of the campaign will reportedly guarantee broad visibility over the three-week period. The two 45 and 30-second TV advertisements take a humorous and cinematographic approach to the C-Klasse Saloon and Estate models, focusing in particular on the innovative ATTENTION ASSIST system, which detects and provides early warning of the onset of driver drowsiness.

The 20-second pre-roll entitled “Souvenir” takes a different approach to the C-Klasse Estate’s 1,500-litre load capacity.

Whereas the TV ads and pre-roll are filmed in rural surroundings, for the print media the C-Klasse is photographed against an urban backdrop. Each advertisement highlights a different feature of the new C-Klasse with a succinct message, for example “Never be content with only a little. Except when it comes to emissions.” to promote the car’s fuel economy.

“With the new-generation C-Klasse, Mercedes-Benz is making its latest innovations available to the intermediate class,” stated Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars. “With an approach that is both provocative and charming in style, the campaign turns a spotlight on the car’s innovative safety and comfort features, as well as on the high level of design quality found particularly in the interior.”

A series of radio bi-spots will invite the general public to attend a dealership day on March 26, 2011.