ONE PASSION: MERCEDES, JUST MERCEDES
Coach Bruce Boudreau: amazing hockey coach. Ryan Zimmerman: outstanding ball player. Their endeavors outside of sports? Not so great. Maybe they should stick to their one true passion. Such was the core idea for a family of dealerships that sold Mercedes-Benz. Just Mercedes-Benz. That's it. They owned and operated Mercedes dealerships exclusively. Hence, they knew everything there was to know about them. That was the key message to get across. Executionally, star power and humor were used to keep things fun (people don't like car buying) and generate added media coverage around the commercials.
ROLE: CD - CW