Strong sales performance and a new agency marked 1999 for Mercedes-Benz USA, and the auto maker capped the new year with a millennium spot celebrating 100-plus years of auto innovation.

The 60-second spot, "Timeline," from New York's Merkley Newman Harty features a continuous stream of images of Mercedes-Benz moments from the late 1800s to 2000. Directed by Bruce Dowad of Bruce Dowad Associates, the spot begins with an image of a Benz - called the world's first passenger car - and ends with the new model 2000 S-Class, and features a variety of stock footage and other live action in between. The images are set to the tune "The 20th Century is Almost Over," by late Chicago singer/songwriter Steve Goodman, and the spot ends with the line "See you in the 21st."

Mercedes-Benz USA transferred its account last March to Merkley Newman Harty from Lowe & Partners/SMS. Planned ad spending for this year is reportedly around US$60 million, with additional spending on regional ads, also handled by Merkley. The agency launched the campaign "The Mercedes Experience" in the fall, which includes 10 TV spots, as well as Internet and print ads. Merkley partner Alex Gellert says the agency will continue to build on the tone and attitude it has developed with the campaign, as the results have been positive, while adapting to the new challenges 2000 will bring. One of those challenges will be a change in the Mercedes-Benz product line, with a new product launch planned for the fall.

WEB.FILES:
Mercedes-Benz USA: http://www.mbusa.com