It aims to communicate the innovative technologies and improvements that have been added to the new model.
Mercedes-Benz pioneered many of the technologies, such as ABS, that are now used by other car manufacturers, and the campaign aims to position the marque as an innovator.
The ads carry the tagline 'In time everyone will have an Intelligent Light System. But someone has to be first.'
The expandable banner ads feature a spotlight that users can roll their mouse over to highlight the vehicle's technologies and improvements with some basic information.
Users can also click to the Mercedes-Benz UK web site for information.
Jez Dutton, digital strategist at Agency Republic, said: "It was imperative that we communicated the resultant performance and safety enhancements in the media placement. This audience of luxury, executive-saloon buyers is selective and very busy, so we had to ensure we did the education piece up front rather than being reliant on click-throughs or post-view interest."
The campaign is targeting business people and customers in the market for a premium saloon car.
The rich-media ads will run on web sites such as FT.com, Telegraph.co.uk, London Stock Exchange, WhatCar, Auto Express and AOL Motoring.
Media planning and buying was by BJK&E.
The new campaign follows the successful A-to-S push, which was awarded with a Cannes Lion this year.
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