Cannes Lions

MERCEDES-BENZ E-CLASS

SPRINGER & JACOBY WERBUNG, Hamburg / DAIMLEY CHRYSLER / 2003

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Film
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Film
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Overview

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Credits

Overview

Description

A young woman in a car. Dreamily, she brushes a cherry against her lips. As she does so, she attracts the gazes of men all around her. Text char: 'Are you seduced by beauty?' She pops the cherry with the stalk into her mouth, makes a few chewing movements and finally pulls the stalk out again. It has a knot in it.

Outcome

The response to the TV and cinema campaign, which also ran in the U.S. and Japan achieved much higher than average results: During the period of the campaign, over one million hits were registered worldwide for the online game on the Internet. 'Become a MIB Agent' thus became one the most successful online games during the last year. (Source: DaimlerChrysler, Marketing Communication Dept. New Media/e-Communication.)

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