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Mercedes-Benz Canada breaks new campaign for B-Class

Mercedes-Benz Canada has begun a new advertising campaign promoting its B-Class line of cars. The campaign, created by ACLC of Toronto, consists of newspaper, magazine, radio and outdoor ads in English and French. It will run until August. This is the agency’s first integrated campaign for Mercedes-Benz since winning the account last November. The creative describes various features of the vehicles using variants on the word “über.” One magazine ad headed “übersafe” outlines the design aspects of the cars which contribute to passenger safety in a collision. One outdoor ad called “übernormous” demonstrates the cargo space of the vehicles. A newspaper ad headed “überkewl” promotes the line’s variable automatic transmission. The campaign is aimed at potential B-Class customers such as young single professionals and young active families.

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