It was not until the mid-1950s that the advertising acquired a more systematic, clearer and more modern character. "There is a long and rich tradition of advertising for the S-Class from Mercedes-Benz," explains Michael Bock, head of Mercedes-Benz Classic. "The term 'S-Class' was officially launched 40 years ago in 1972, with the 116 model series. But the ancestral line’s roots actually extend much further back – to the origins of the Mercedes brand at the beginning of the 20th century." The automobile increasingly came to predominate the advertisements as an object of desire. No other consumer product was a match for the car’s special lure and prestige value.