Mercedes-Benz has released a new “Intelligent Drive” campaign for all the brand’s connected safety and driver assistance systems, and which include cameras, sensors and safety technologies that interact to make motoring safer and more comfortable.
To promote the Intelligent Drive that already equips the E-Class and S-Class, the German automaker has released a campaign featuring seven-time Formula 1 world champion Michael Schumacher.
Under the banner “Connected with all senses”, it centers on print advertisements, a TV commercial, a web special and retail marketing activities.
“I am delighted about this partnership with Mercedes-Benz and I’m looking forward immensely to helping shape the future of automotive safety together with the inventor of the automobile”, said Michael Schumacher, who will also be involved in the development of the safety technologies.
The print ads with Schumacher draw a comparison between his racing driver skills and the capabilities of Mercedes-Benz driver assistance systems. The ads feature messages like “The best drivers leave nothing to chance. The best cars don’t either” and “The best car should be able to do whatever the best driver was able to do. Keep others at bay”.
The funnier side of the campaign is shown in a TV commercial featuring a dance performance by real chickens. Moving only from the neck down to the beat of Diana Ross’ “Upside Down”, the birds advertise Mercedes’ Magic Body Control suspension system.
By Dan Mihalascu
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