Mercedes-Benz Launches New Ad Campaign for the New CLS

Words John Clark | January 12, 2011
The campaign presents the Mercedes CLS in a cosmopolitan setting and underlines its leadership of the four-door coupé segment
Words John Clark January 12, 2011

The 29th January is a very special day for Mercedes-Benz. It was on this day in 1886 that Carl Benz filed a patent application (number 37435) at the Reich patent office for his “vehicle operated by gas engine”. And now, 125 years to the day, 29th January 2011 sees the launch of the latest development from Mercedes-Benz – the new CLS. This new generation of the four-door coupé embodies to perfection the remarkable capacity for innovation in the fields of design and technology which has characterised the brand with the three-pointed star for over a century. This combination of sensuality and sense is picked up by the 360° campaign for the market launch of the new CLS.

“There has never been a new vehicle concept which has enjoyed the same degree of success as the CLS. With the launch of this model in October 2004 Mercedes-Benz established a bold, new vehicle concept and the new version builds on this with its exciting design and refined sportiness”, says Anders Sundt Jensen, Head of Brand Communications Mercedes-Benz Cars. “On top of this, the coupé offers even greater efficiency, agility and safety than before. Every driver of the new CLS will be able to feel this perfect combination of sensuality and sense which makes this such an unique vehicle. And that is what we focus on in the campaign.”

Campaign built around print advertising, a TV advertisement, pre-roll ads and a web special

The integrated advertising campaign comprises all the communications channels – from print advertising to TV and radio advertisements, pre-roll ads, an interactive web special and an iPad app all the way up to retail and interactive marketing activities. The campaign presents the CLS in a distinctive, purple-coloured cosmopolitan setting and underlines its claim to the leadership of the four-door coupé segment assuredly and authentically.

In the twelve different print advertisements, for example, the visual charisma of the vehicle is associated with succinct messages such as “Sensuality and sense”, or “Proud to present two high-lights”. Through this approach Mercedes-Benz underlines the status of the new coupé as a perfect combination of exciting beauty, innovative safety technology and sustainable mobility. These qualities derive from features – such as Active Blind Spot Assist, Active Lane Keeping Assist, new high-performance LED headlamps and efficient engines which consume up to 25 percent less fuel – offering the highest standards of safety, driving dynamics and economy.

The TV advertisement concentrates on the irresistible attraction of the CLS by playing on the idea of the desire for absolute freedom to make one’s own choices. It shows a middle-aged man who has swapped his successful career for a simple life in the mountains. Suddenly, he sees the CLS on a mountain road and is completely captivated by the exciting beauty of this coupé – it is a moment which changes his life once again.

Parallel to the TV advertisement there are three different films which run on the web and in cinemas. As well as presenting the excitement of the CLS they offer an amusing take on the energy-saving and environment-friendly BlueEFFICIENCY model as well as the unique LED technology. The innovative light system of the CLS is also explained in detail in a dedicated report on

In addition to these measures, the CLS plays a starring role along with top model Karolina Kurkova in the visual for the international Mercedes-Benz Fashion engagement. The spectacular image, which captivates the viewer with its beauty, dynamism and flamboyance, will appear for the first time on posters, print advertisements and internet at the upcoming Mercedes-Benz Fashion Week Berlin from 19th – 22nd January 2011.

Web special with a short story by best-selling author Joey Goebel already online

An interactive web special at has been giving visitors an impression of the new CLS ever since the world premiere of the vehicle. A short story by best-selling American author Joey Goebel allows users not only to experience the unique four-door coupé but also to assume the role of the main character and play an active role in the story “Sensuality and sense”. The highlights of the CLS are presented in additional short stories by Joey Goebel in the form of videos. A version of the interactive web special optimised for the iPad will be available in the App Store in February.