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Ed Sullivan Returns to Introduce a New Star

14 August 1997

Ed Sullivan Returns to Introduce a New Star

                  Mercedes-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.

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