CLIENT
Mercedes-Benz U.S.A./Mercedes-Benz E-Class and M-Class.
PRODUCTION CO.
Uncle, Santa Monica.
Rick Rabe, director; Newton Thomas Sigel, DP; Eric Bonniot and Dodonna Bicknell, executive producers; Brooks Paley, producer; David Brandvik, production supervisor. Shot on location in Sherman Oaks, Santa Monica and Malibu, Calif.
AGENCY
Merkley Newman Harty|Partners, New York.
Andy Hirsch and Randy Saitta, executive creative directors; Chris Coccaro, producer; Sandy Mairs, copywriter; Tom Sullivan, art director; Gary Grossman, director of broadcast production.
EDITORIAL
Version2. Editing, New York.
Tina Mintus, editor; Linda Rafoss, executive producer; Cary H. Flaum, producer.
POST
Liquid Light, New York.
Tim Farrell, online editor.
Company 3, New York.
Tim Masick, colorist; Luana Ayres, producer.
AUDIO POST
Sound Lounge, New York.
Glen Landrum, mixer.
MUSIC
Face The Music, New York.
Joe Hudson, composer, "TLC"; Tony Shimkin, composer, "Hand Block"; Adam Joseph, executive producer.
THE SPOTS
The :30s "TLC" and "Hand Block" focus on the cars’ aesthetics and safety features. "TLC" reveals how Mercedes-Benz E-Class owners pamper their vehicles to the point of obsession. The spot opens with a man washing his car in the driveway, while subsequent scenes feature owners performing more neurotic chores like cleaning the headlights with a cotton swab, polishing the interior with chamois cloths and meticulously removing a leaf from a Mercedes grill. The spot closes with the tag, "Beauty. Unlike any other." In "Hand Block"—which demonstrates the M-Class’ electronic stability, four-wheel traction and emergency sensing Brake Assist—drivers still insist on performing the "forearm hand block" to protect passengers when making sudden stops. After quick cuts of such obstacles as a ball bouncing onto a road and a deer caught in headlights, the tag reads, "Security. Unlike any other."
Spots broke Feb. 10.