by Adrian-Liviu Dorofte

Launch campaign for the new Mercedes-Benz CLS Shooting Brake: A new era takes shape

The launch campaign for the new Mercedes-Benz CLS Shooting Brake kicked off yesterday using all relevant communication channels. Under the slogan "A new era takes shape.The new CLS Shooting Brake.", the new model from Mercedes-Benz presents itself as an innovator in a class of its own and continues a long, exclusive tradition by taking the Shooting Brake experience to a whole new level. The integrated marketing campaign comprises a variety of print advertisements and two TV spots. It focuses primarily on the outstanding design of the vehicle and the establishment of a new automotive segment.

"The CLS Shooting Brake creates its own category and revolutionizes the basics of car design with its unique, shapely lines. The campaign therefore highlights it as a top quality design sculpture unveiled as a masterpiece in glaring light," says Anders Sundt Jensen, Head of Brand Communication for Mercedes-Benz Cars.

The two TV ads are aimed at two different target groups. One spot highlights the role of the vehicle as pioneer of the segment and will be seen on all major German TV stations ( The second spot integrates the Australian professional golfer and Mercedes-Benz Brand Ambassador Adam Scott ( As part of the worldwide golf activities of Mercedes-Benz, this commercial will be broadcasted on Sky, Sport 1 and Eurosport in Germany. The English version is internationally connected with suitable sports and golf formats on Eurosport and CNN.

The print ads present both the CLS 63 AMG Shooting Brake as well as the production version of the CLS Shooting Brakes in different perspectives. These will be seen across Germany in circulation news and business magazines, motor trade press publication and special media events until the end of the year.

The webspecial at showcases the strong points of the new vehicle through a presentation film. Responsible for the design and implementation of the launch campaign is Mercedes-Benz' creative agency JungvonMatt / Alster. Since the beginning of October 2012, the new Mercedes-Benz CLS Shooting Brake is available for ordering at authorized dealers across the world.

Credits: Daimler AG

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