Instead of explaining to customers in a long drawn-out way what particulate filters are all about, the communications simply showed its effect. The environment is getting cleaner, something consumers can actually see when they open their newspaper. Because inside the greyish newspaper, there suddenly appears a double-page spread of pure-white paper, along with the message that refers both to the medium and to the particuate filter: Cleaner than ever.

Only a short time after the advertisement appeared, Mercedes-Benz received an unusually large number of enquiries regarding particulate filters. Interest in clean diesel technology rose hand in hand with the sales figures for C- and E-Class vehicles fitted with particulate filters.