"Expect the Extraordinary"

Date 1998/11/16 0:00:00 | Topic: Miscellaneous

The brand-spanking new DaimlerChrysler corporation announced its first ad campaign - "Expect the Extraordinary"...

The images are stark, black-and-white photographs of men and women whose intensity and talent promise that consumers should "Expect the Extraordinary."

That's the powerful and pointed message DaimlerChrysler AG rolls out Tuesday in the first advertising campaign from the newly merged, global auto giant.

"We want people to come away with high expectations for this company," said A.C. "Bud" Libeler, Chrysler vice-president of marketing. "It is sticking your neck out a little bit."

There is nothing subtle in the newspaper ads, magazine inserts and direct mail brochures featuring portraits done by famed celebrity photographer Richard Avedon.

Dual photos of Daimler and Chrysler employees -- including DaimlerChrysler co-CEOS Juergen Schrempp and Robert Eaton -- include such captions as "Courage meets Courage" and "Speed meets Speed." One whimsical pairing of crash-test dummies is billed as "Passion meets Passion."

DaimlerChrysler, which kicks off its business operations Tuesday, is not disclosing the cost of the three-week ad campaign that will appear in more than 100 countries.

The blitz includes two-page spreads in national and local newspapers, 12-page inserts in major magazines, and a 24-page brochure to be mailed to government officials, investment bankers, Fortune 500 CEOs and other "opinion leaders" around the world.

The ads purposely downplay DaimlerChrysler cars and trucks. Indeed, hot vehicles such as the Jeep Grand Cherokee and Mercedes-Benz E class are shown only on the last page, along with nonauto products such as helicopters, buses and jet airplanes.

Read the entire Detroit News article.

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