DaimlerChrysler to break global Mercedes campaign

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STUTTGART--DaimlerChrysler has unveiled in Germany a costly "brand mission" campaign that will roll out in international markets. The campaign, created by international lead agency Springer & Jacoby, Hamburg, has the tagline: "Mercedes-Benz. The future of the automobile."

The campaign has broken in Frankfurter Allgemeine Zeitung as a 16-page insert and will run through April in 25 German news and general interest magazines. Daimler-Chrysler plans to condense the brand mission campaign to four pages for international magazines. At the national level, Mercedes-Benz officials can decide whether or not to use the campaign, according to a Springer & Jacoby official.

The advert contains pictures of famous Mercedes-Benz cars, such the company's first diesel, in a modern setting. "With this campaign, we want to convince people that the future of automobiles has a long tradition in our company, since the actual invention of the car in 1886. And our campaign shall prove this," says Horst von Sanden, the international advertising manager for Mercedes-Benz within Daimler-Chrysler.

Copyright March 1999, Crain Communications Inc.

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