The banner campaign advertises a movie that was shown exclusively online. It focuses not on the car (the Mercedes-Benz CLS) but on sequences from the movie, which work particularly well with banner formats, eg pop-unders. The stars, Bryan Ferry, Danni Minogue and Max Beesley, awaken interest in the CLS through the movie. The banners generated expectation and anticipation, which were then extensively developed in the Web special.