Ed Sullivan Returns to Introduce a New Star
14 August 1997
Ed Sullivan Returns to Introduce a New StarMercedes-Benz to Introduce New Ad Campaign MONTVALE, N.J., Aug. 14 -- Millions of viewers settling in to watch the CBS 49th Annual Emmy Awards broadcast on September 14 will be treated to a return of Ed Sullivan -- just minutes ahead of the familiar 8:00 p.m. Sunday night time-slot that he occupied for 23 years. This time, the "star" that the legendary purveyor of new talent will be introducing is a Mercedes-Benz: the all-new 1998 M-Class. "This is one of the most important model debuts in our history because the ML320 represents a totally new class of vehicles for us. We figured who better to introduce it than the master of introductions himself, Ed Sullivan," said Rich Anderman, general manager of marketing communications for Mercedes-Benz of North America, Inc. The ML320, which goes on sale in September starting at $33,950, is Mercedes' first entry into the sport utility market. Unlike its "truck-like" SUV competition, the ML320 was designed from the ground up to fill a distinct niche in the market by combining Mercedes-Benz passenger car ride, handling and safety features with true off-road capability. The "Big Show" advertisement, which utilizes digitally composited archival footage from "The Ed Sullivan Show," is part of a national advertising campaign created by MBNA's New York-based full-service advertising agency Lowe & Partners/SMS to showcase the full 1998 Mercedes-Benz model line. New models for 1998 include: the M-Class, the stylish CLK coupe, the SLK roadster, the E-Class wagon and the 1998 C-Class sedan which features new exterior and interior styling. All models will be supported by an extensive launch initiative called "Fall in Love" involving a wide variety of national and retail marketing activities. Mercedes-Benz - Registered Trademarks of Mercedes-Benz AG, Stuttqart, Federal Republic of Germany. Mercedes-Benz of North America, Inc is a member of the Daimler-Benz Group. SOURCE Mercedes-Benz of North America, Inc. Photo available on AP PhotoExpress Network today, see PRN1; via NewsCom, 305-448-8411 or http://www.newscom.com/cgi-bin/pub/pd/pdz?f=PRN/prnphotos&grid=2 or via PressLink Online, 703-758-1740