The prominent role of the all new Mercedes Benz E-Class in the second part of the Hollywood blockbuster ‘Men in Black’ (MIB II) is going to cause a worldwide sensation starting this July: an innovative agent vehicle, the versatile black saloon will be helping Agent Kay and Agent Jay in their hunt for threatening aliens.

All it takes is a mere wink of an eye from one of the main characters to get the hero’s car (what Agent Jay calls "the new hotness") ready to roll. After that, it just takes right off. In particularly dicey situations the E-Class can even turn into a neat space car that whizzes the two agents up, up and far away.

Behind the attractive film role for the new E-Class is a joint international marketing campaign by Mercedes Benz and Columbia TriStar, a part of Sony Pictures Entertainment. In addition to involving the E-Class in ‘MIB II’, this effort also involves globally coordinated marketing activities including a global advertising campaign in movie theatres and/or on TV as well as in print media in over 20 countries.

The campaign is based on the roles of the top characters and incorporates various film scenes in entertaining ways. This campaign links the Mercedes Benz brand to the ‘MIB II’ film as well as to ‘Become a ‘MIB’ agent!’, the online game developed by Mercedes Benz ( ). In the online game players must successfully complete four missions in order to advance from junior recruit to top agent status, which can only happen if they keep the aliens from stealing Mercedes Benz fuel cell technology.

This means that Internet surfers can begin hunting aliens even before Agent Kay and Agent Jay get started – the film is released in the UK on 1 August. ‘Men in Black II’ is based on the gigantic success of the first episode in 1997, which grossed more than $ 589 million. "In the film, the Mercedes Benz E-Class stands for dynamic driving pleasure and innovative technology," said Dermot Kelly, Director Mercedes Benz Passenger Cars, Maybach and smart.

"With the campaign centered on ‘Men in Black II’ we want to present the brand and its features in an entertaining and evocative way. The E 500 featured in the film is fun to drive, handles brilliantly and, on celluloid at least, helps wipe out the worst scum in the Universe."

In ‘Men in Black II’, Agent Kay and Agent Jay reunite to provide our best, last and only line of defence against a sinister seductress who levels the toughest challenge yet to the MIB’s untarnished mission statement: protecting the earth from the scum of the universe.

It’s been four years since the alien-seeking agents averted an intergalactic disaster of epic proportions. Kay has since returned to the comforts of civilian life while Jay continues to work for the Men In Black, the highly funded yet unofficial government agency that regulates all things alien on earth.

While investigating a seemingly routine crime, Jay uncovers a diabolical plot masterminded by Serleena (Lara Flynn Boyle), an evil Kylothian monster who disguises herself as a sexy lingerie model. When Serleena takes the entire MIB building hostage, there is only one person left Jay can turn to: his former MIB partner who is now working in another larger government office, the U.S. postal service, and prefers simple pleasures like standoffs with mammoth alien insects.

It’s a race against the clock as Jay must convince Kay, who not only has absolutely no memory of his time spent with Men In Black, but is also the only living person left with the expertise to save the galaxy and reunite with the MIB before the earth submits to the ultimate destruction. ‘Men in Black II’ is directed by Barry Sonnenfeld and produced by Laurie McDonald and Walter Parkes.

Published : 09/07/02 Author : Melanie Carter

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