Mercedes: The Best or Nothing

This Mercedes Benz commercial from last year still resonates in my mind today, despite the myriad of car commercials that float around today's ad space. It stuck in my mind because it went against the image of a Mercedes that had formed in my mind, even without giving its formation any cognitive thought. When I see a Mercedes Benz out on the road, it is typically an older man (believed to be successful) with distinguished attire and features and that seems to be a bit smug and ignorant to the world around him. Now, this is a generalization but an overwhelming reoccurance in my experiences. My attitude towards the typical "Merc" owner, I would think, would and should be alarming to the Mercedes Benz brand. I have pondered about this idea for some time and after seeing this commercial, some of my questions and concerns, I feel, were addressed.

 

What was/is Mercedes Benz's problem?

 

With the prestigious name, iconing styling, unmatched technology, and premium prices that go along with it, Mercedes is still beginning to become old-fashioned. They have lost touch with the days of creating racing machines and symbolizing power and excitement. They have become solely a status symbol. They need to create an image that they make driving fun and adventurous again, rather than just being the end of the road of success.

 

What was this ad's objective?

 

This ad exudes power, and a lot of it. Mercedes has been around long enough and has decades upon decades of experience that back up its supremacy, but it is time to bring something new (or what they once stood for) to the table. While obviously keeping the iconing lines and design features, as expected, Mercedes is now a symbol of power and strength, rather than solely a status symbol for the adventure-less.

 

Who is the target and what are they thinking, feeling, and saying?

 

Success will always be a prerequisite to owning a new Mercedes Benz, and this is something that Mercedes is proud to say. They are after all a luxury brand at the core. But what about the successful consumers that never grow up, never settle, and never outgrow adventure and excitement? Mercedes needs to grab these people and never let go. They can't afford to become Buick. Our society has an "anti-aging" mentality and will go to extreme lengths to hold on to their youth and material items such as automobiles help them slow down the aging of the mind.

 

What is the main idea? The big picture?

 

Owning a Mercedes Benz is more than a status symbol, it's a way of life; a life of excitement, adventure, sophistication, power, and bold statements.