Animals voice approval of Mercedes safety
Creatures of the forest don't get to narrate too many automotive ads, but they do in this Mercedes-Benz campaign from German agency Jung von Matt. See the four ads here. The idea is that the vehicles' special handling and brake controls have saved these beasts from getting splattered all over the street—a happy development that they discuss in the copy with varying levels of awareness. Of the four creatures, only the pig really gets philosophical about what's happened. The others are mostly oblivious, embarrassed and, in the case of the squirrel, still thoroughly panicked. |
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November 20, 2008 in Automotive, Europe, Jung von Matt, Mercedes-Benz, Nudd | Permalink |
Comments
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I can't help but wonder if Jung von Matt really did its research when it came to this campaign, especially when it comes to psychographics. Are Mercedes-Benz drivers suddenly extreme animal lovers? I mean, I know nobody usually has the intention of running of the squirrel darting across the street, but to use one as the face of a campaign is just a little absurd to me. The language in the copy also seems far off from what I’ve noted as the “typical” Mercedes driver. It is possible Mercedes is trying to change its target market, but especially in this economy, I don’t think so.
Posted by: meg | Nov 20, 2008 10:16:30 PM
I agree with Meg. If this was an ad for a hybrid vehicle with new and improved brakes, might get a better response. As it is, I do like the copy and the different personalities that come through for each animal. Kept me reading, but certainly didn't make me want to run out and by a...what kind of car was it again? Yeah, doesn't stick.
Posted by: bob | Nov 21, 2008 7:02:42 PM
