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Mercedes rolls out CLS with Web film

By Published on .

[Stuttgart, Germany] In an apparent imitation of BMW Films' acclaimed Internet mini-movies, DaimlerChrysler's Mercedes-Benz added a 13-minute online film called "The Porter" to the estimated $20 million to $25 million TV, radio, print and poster campaign backing the rollout of Mercedes' $65,000 CLS four-door coupe in Europe. The car launches in the U.S. in January 2005 and in Japan in February. The traditional ad campaign was done by Interpublic's Springer & Jacoby, Hamburg, and the integrated online campaign (the-porter.com) by Wiesbaden-based online agency Scholz & Volkmar. In the film, a porter at a luxury Budapest hotel gets involved in diamond smuggling when he finds the gems in a car he parks. Singer Bryan Ferry performs the film's title tune, "Fool for Love," and plays the smuggler.
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