DaimlerChrysler's Mercedes-Benz USA launches a $20 million-plus push for its new $25,995 lux hatchback C230 July 24 with a 30-second ad on spot TV and cable. The spot from Omnicom Group's Merkley Newman Harty, New York, uses the Geggy Tah song "Whoever you are" as a male driver motors from city to country. The effort includes outdoor, print and events. Omnicom's Rapp
Collins Worldwide created direct mail to 1 million prospects; Omnicom-backed Critical Mass does the brand's biggest online effort ever. The target is 25- to-35-year-olds.