Love, Mercedes-Style

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Mercedes spotlights owners and their cars.
For Mercedes' new brand campaign, which broke on Monday, the carmaker and agency Merkley + Partners asked satisfied owners to send in snapshots of themselves with their cars, since -- as one print ad in the campaign claims -- "The most common photograph taken is with a loved one." The result is a photo album that spans TV, print and the web -- the latter in a microsite called simply LoveMercedes, where you can flip through a slideshow of 72 owners with their cars.

Meanwhile, the first two commercials in the campaign are like video scrapbooks, both directed by MJZ's Victor Garcia. In one, we see a slow montage of framed pictures, set to a poignant song by relatively unknown songstress Mozella. In the second, photos flash by to an uptempo track by DJ Cassius.

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