Mercedes Benz GL SUV launch

For the launch of the Mercedes-Benz GL, their first full-size SUV, we created a :60 launch spot and a series of accompanying :15's around a group of engineers who put the GL through it's paces. To break through and make people realize this was a truly unique vehicle, we greatly exaggerated the performance. Somehow we made it past the lawyers and onto the air. Despite gasoline crossing the $3 a gallon mark for the first time in history, sales were spectacular. Probably helped that it got named MotorTrend's SUV of the Year. But I like to think watching a crash sled disintegrate on impact helped a little too.