The 2014 Mercedes-Benz S-Class was released into the US market recently, and marking the event, the luxury car manufacturer released a pair of advertisements that expresses the aim of the company in providing consumers “the best or nothing,” according to the official website of Mercedes-Benz USA.
The S-Class is considered as the benchmark innovator among luxury sedans. Aside from the latest accident avoidance technology in the market, it also provides occupants with the latest innovations in luxury. According to Mercedes-Benz USA vice president for marketing Bernie Glaser, the latest S-Class demonstrates the best of the luxury car manufacturing brand. The new S-Class pioneers the progress of Mercedes-Benz in terms of design, engineering, safety and technology.
Merkley+Partners of New York created the new advertising campaign for Mercedes-Benz. The first ad explores the origins of the tagline of the company, “The Best or Nothing.” It brings viewers through the history of the company starting from the garage of Gottlieb Daimler to the latest state-of-the-art facilities the company uses to evaluate the vehicles it offers into the market.
The second advertisement shows the innovative driving experience provided by the 2014 Mercedes-Benz S-Class. It showcases the latest features of the latest S-Class models including the hot stone massage, seven-color interior lighting, and the cabin fragrance system.
The two ads were shown on a number of national talk shows, cable channels, national broadcast companies, and an assortment of sports and business outlets.
In addition to the television ads, the 2014 Mercedes-Benz S-Class was also promoted through a number of print ads that show the automotive philosophy of the company including a centerspread on the Wall Street Journal. The print ad was also posted on a number of magazines including Conde Nast Traveller, Executive Golfer, Town & Country, New Yorker, Architectural Digest, and Tennis Magazine.
A targeted digital component will also be used by the company to promote the 2014 Mercedes-Benz S-Class in the US market.