STUTTGART DaimlerChrysler will formally launch on May 12 its redesigned Mercedes C-class, backed by heavy advertising.
The new model will be launched in all European countries except the UK, where it will debut a few months later.
The C-class' arrival in the USA and Japan is set for September, when it will also move into the rest of Asia.
DaimlerChrysler's A1.4 billion investment in the car's production will be reflected in its marketing.
In Germany, Springer & Jacoby, Hamburg, has the launch account, and OMD the media business.
In all other countries, Mercedes-Benz agencies will handle advertising at a local level, since the car has different positioning in many markets.
Springer & Jacoby's TV and print campaign, 'Suddenly everything is different,' will begin before the car officially goes on sale with a video-clip of Asian violinist Vanessa Mae titled 'The Power of C.'