Mercedes Touts Its Role in 'Sex and the City' Movie - 20 March 2008
NEW YORK - Mercedes-Benz USA will likely spend a "few million dollars" advertising its product integration in New Line Cinema's upcoming big-screen version of the hit HBO series "Sex and the City," VP-Marketing Steve Canon told Advertising Age during the New YorkInternational Auto Show.
The movie's director, Michael Patrick King, will helm the Mercedes-Benz co-branded effort breaking on national U.S. TV, Mr. Canon said. The automaker's national creative agency of record, Merkley & Partners, New York, will work closely with New Line Cinema, one of the producers and the film's U.S. distributor, to develop the ads, he said.
The automaker is also studying whether to stage private screenings for owners and prospects or special ticket offers, Mr. Canon said.