DAIMLER-BENZ spent a lot of money advertising to rehabilitate its upside-down A-class. One ad, in Denmark, asked, 'Can you still trust Mercedes-Benz?'
The tongue-in-cheek ad was meant to reassure customers after the car rolled over in the moose-test. Mercedes-Benz Danmark AS was praised for its courage by a panel of the Danish advertising industry. Now the Daimler-Benz budget gets a little back. The ad won first prize over 500 rivals: DKr1 million ($140,000).