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Posts Tagged ‘Mercedes-Benz’

What Do a Chicken and a Mercedes-Benz Have in Common?

What boasts stability, sex appeal, and smooth-as-silk motion? Why, a chicken, of course!

Oh, and a Mercedes-Benz.

If you need a cure for the early-week-doldrums, this spot from agency Jung von Matt/Neckar Stuttgart is sure to brighten your morning. The commercial demonstrates the wonder of Mercedes’ “Magic Body Control” active suspension system with the unquestionable science of dancing chickens. While their bodies are gettin’ (involuntarily) groovy to Diana Ross’s “Upside Down”, their heads remain perfectly (hilariously) still.

Agency art director Lucas Osis and copywriter Nico Baumann say that there’s no CGI or tricky camera work involved in the spot. “Basically, we just put a chicken in front of the camera. Then we got choreographers to move them according to the music and filmed it…all the credits go to the chickens, which are just naturally able to keep their head steady.”

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4 Super Bowl ‘Rebranding’ Reviews: What Worked? What Didn’t?

Since today is officially Review the Super Bowl day, we thought we’d riff on a theme we saw in several of last night’s big-name ads: rebranding. The companies in question aren’t exactly hurting for money (except for one very notable exception), but they wanted to use the Super Bowl as a jumping-off point to refine and re-target their brands. So what worked? What didn’t? Let’s do some before-and-after comparisons, shall we?

Mercedes-Benz

Before: A luxury car brand synonymous with “incredibly rich (and usually evil) people”

After: A premium brand that’s still affordable for those of us a little lower on the social ladder

Did it work? Nice commercial but no. An “economy” model Mercedes is like a subprime mortgage: you can tell us it’s less expensive and convince us that we’ll be able to pay it off in twenty years of installments, but the fact is we still can’t afford it.

But hey, at least we didn’t have to watch Kate Upton try to act.

Click through for the rest:

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Kate Upton Mercedes Ad Inspires Outrage, Gets Lots of Attention

Question: when does a “controversial” ad clip double as a shameless PR stunt? When the team’s strategy anticipates the public outrage and uses it to attract even more attention. Get ready to be shocked: this is a common thing.

When Mercedes-Benz hired experimental bra tester Kate Upton for its Super Bowl spot and leaked a trailer that promised to show her washing the new CLA four-door coup “in slow motion”, we feel like they somehow knew that the Parents Television Council would see it, issue a statement and encourage members of the public to voice their outrage.

Could the Mercedes team be so deliciously crafty? Well, the clip already has more than three million views on YouTube. (You don’t really even need to watch it, by the way. You get the point.)

And now for the incredibly predictable backlash:
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Mercedes-Benz Enters High-Risk Super Bowl Ad Game

This is a strange time for the car industry.

As the public emerges from a crippling recession and attempts to shake off what has been a tough decade for most Americans, even those with jobs have tired of commuting to and from work in the same cars they drove 10 years ago. Just take a look at our highways–they’re filled with vehicles just as weary and worn out as the American public.

Thankfully, that may be changing–Mercedes-Benz is banking on the fact that the public believes the worst to be behind us. The upscale auto brand plans to connect with a new generation of customers by advertising its more affordable CLA to 30 -and 40-somethings during Super Bowl XLVII.

Only brands with something to prove even entertain the thought of advertising during the Super Bowl–and most of the 100-million plus Americans watching the game will even be in the market for a new high-end car–but Mercedes-Benz clearly believes its gamble will pay off.

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Spin the Agencies of Record

Merkley + Partners won the pitch for LendingTree’s creative account and will break its first campaign slated to begin in the spring. The New York shop beat two other finalists to land the business. Merkley CEO Alex Gellert described LendingTree as an “iconic brand and a pioneer in changing how people secure financing.” The agency’s other accounts include Mercedes-Benz, Ferrero Rocher and Sun Products.

The Morris + King Company has been retained by Heifer International, one of the world’s leading foundations dedicated to ending global poverty. “We are particularly proud to begin this partnership with Heifer International, one of the world’s most important not-for-profits,” said Judith R. King, lead partner and co-principal of The Morris + King Company. “By shining a light on the extraordinary impact this organization is having on the lives and livelihoods of impoverished people all over the world, we are confident that we can help further Heifer International’s mission to eradicate hunger and poverty.” Read more

New Car Clip Looks More Like a Perfume Ad

Mercedes has teamed up with fashion label Calvin Klein and supermodel Lara Stone for the video above — Stone gets out of a fancy car wearing a black designer outfit in a tornado and then gets swept up into the sky. The end.

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