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Mercedes-Benz - When Friends Are Family

Company: DaimlerChrysler
    View Company Scorecard | Contact Company
Brand: Mercedes-Benz
Ad Title: When Friends Are Family
Business Category: Automotive
Media Outlets: Print
Country: United States
Region: North America
Agency: Osmosis Media Lab
Year: 2005
Target: Gays
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The ad shows one gay male couple and one lesbian couple in front of a Mercedes-Benz. The headline reads, "When Friends Are Family." The text plays on the concept of the greater importance of friends to gays and lesbians, due to the frequency of rejection from their families.

"They say you can choose your friends, but you can't choose your family. Well, for those who make no distinction, the R-Class is the clear choice for traveling in style..."

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