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Agency: Campbell Doyle Dye, London

Marketer: Mercedes-Benz U.K.

A series of 43 one-a-day commercials demonstrate the multiple uses of the U.K.'s new Mercedes

[London] Mercedes-Benz U.K. is introducing the new B-Class MPV with 43 commercials demonstrating a host of different ways to use the car. Each 20-second spot will be shown for one day only for 43 consecutive days from July 15.

The ads form part of an integrated campaign created by Omnicom-backed Campbell Doyle Dye with the theme, "All roads lead to B." The ads were shot at 38 different locations, ranging from the glamorous to the everyday and include a beach, a train station, a farmyard and a lake. In each spot the car's destination is signified on screen by a semi-translucent, floating "B."

Walter Campbell, one of the agency's founders, said, "The cumulative effect is that you get a sense of the car's potential. One day you'll see the car arrive at an exclusive countryside hotel, the next you'll see it picking up balloons for a child's birthday. It's about showing the breadth and depth of the car's versatility. Hopefully, after seeing a few, you'll become intrigued as to where the `B' will pop up next."

Claydon Heeley Jones Mason's below-the-line work sees the "B" motif rendered in giant form in retailers' showrooms. A mailing uses a design taken from a map of Britain and links to the destinations appearing on TV.

The B-Class Web page, designed and built by Syzygy, features the TV ad showing that day, as well as a back catalog of all the executions that have already aired. Online banners describing specific attributes of the car will also link to the relevant TV executions. Print ads show a car against a background made up of a series of vertical strips, each one showing a different location.

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