Federer’s Facebook fans pick headline for Mercedes-Benz CLS ad

Article by Christian Andrei, on May 1, 2011

Mercedes-Benz USA’s headline for a new marketing campaign was decided by tennis star Roger Federer's 7 million Facebook fans. This is part of Mercedes’ expansion of its marketing as it is about to launch six models this year. For one week last month, Federer's Facebook fans were asked to choose from the three possible headlines.

The chosen line will be used in an ad for the redesigned CLS that will feature Federer. What the fans chose was this line: “The Roger Federer of automobiles meets the Mercedes-Benz of tennis."

This headline will come out in print ads for the CLS beginning in June. The lines that didn’t make the cut were: "Record breakers unite" and "Agility. Style. Power. Roger is no slouch either."

The four-door with coupe styling is what the carmaker considers as the star of the brand's spring advertising. CLS sales fell to 2,135 cars last year from peaking in 2005. The CLS is the first of swoopy sedans to come out, including the Porsche Panamera and Audi A7.

After the launch of the CLS, the other models that will follow include: a redesigned SLK small coupe/roadster, a redesigned M-class crossover, an all-new C-class coupe, a facelifted C-class sedan and an all-new SLS AMG roadster.

Federer will be seen in an ad that will feature the scheduled set to run in late August that coincides with the U.S. Open tennis championship. Mercedes-Benz is one of the sponsors of this completion. With the slated arrival of the new vehicle. Mercedes-Benz has raised its marketing budget to nearly pre-recession levels Mercedes.

When Mercedes-Benz unveiled the Mercedes-Benz CLS-Class in 2003, this four-door Coupé quickly became a style icon. Now, the second generation of this model still features the same proportions -- a long hood, narrow-look windows, frameless side windows and a roof sweeping towards the rear. However, there is clear difference between these two generations of the CLS-Class in terms of styling and overall look.

On the front end, the 2012 Mercedes-Benz CLS-Class strikingly resembles the Mercedes-Benz SLS AMG. For instance, the radiator grille has been rendered separate from the bonnet, thereby accentuating the long, sporty nature of the hood. This grille is home to a large central star, which highlights the vehicle’s connection with other Mercedes coupés, thereby augmenting its brand identity.

Moreover, the front end of the new Mercedes-Benz CLS-Class now features large, elongated dark air inlets with black grilles. Separating the new Mercedes-Benz CLS-Class from the previous generation are its LED High Performance headlamps, which employs LED technology for all its regular dynamic light functions.

These headlamps feature an interior divided into three arrow-shaped layers from top to bottom. The uppermost layer is home to a LED indicator while the central portion contains a LED side light with LED low beam functions. This side light is also visible when the dipped beam function is on, resulting to an innovative night-time design. Meanwhile, the main beam and nightview functions are contained in the lowermost layer of the headlights.

Overall, the headlights employ 71 LEDs providing an improved view of the road ahead. As expected, the new Mercedes-Benz CLS-Class still features a typical outline, with its dynamic form further augmented by a rich interplay of lines and surfaces. In addition, the new Mercedes-Benz CLS-Class gets a new design feature called the dropping line, which is basically the result of the sloping off of the front edge of the structure above the wings towards the rear of the vehicle.

This dropping line is a fresh take of a formal design element found in historic Mercedes sports cars. On the other hand, the new Mercedes-Benz CLS-Class is specified with a characteristic, muscular shoulder line just above the rear axle as well as flared wheel arches.

It is also provided with wide wrap-around LED tail lights that seemingly link the sides of the premium car to its rear. The rear end of the new Mercedes-Benz CLS-Class is marked by a broad shoulder line, which supports its flat hardtop, as well as by a wide metal insert.

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