The semantic branding

Does this commercial add value to the MB brand? Is it aligned with MB tribe as well as brand experience imaginery? Isn't it a little to much?

And BTW, is it true that blonde girls capabilities are like that?

Comments

written on 30-Sep-2008

Chris Wilson [http://www.freshpeel.com] says:

My concern is what this says about the rest of the MB line.

Overall I think there is a disconnect with the MB brand. Since when has MB needed to resort to humor?
written on 30-Sep-2008

blog2care says:

hello. that was intentional, but good one.
written on 01-Oct-2008

cristian.saracco says:

Thanks for your comments...

Yep... It looks like a total disconnection... Perhaps, somebody from US can explain this ad better... Perhaps, for US MB audience, it works!

And....no, no no... intenions
written on 01-Oct-2008

Lupa says:

I won´t say anything, ´cause in summer I get blond... loool
written on 01-Oct-2008

Mitzi_Lee says:

Mercedes is trying to expand its target demographic to include younger, successful, affluent buyers. The target is 25-30 years (rather than 50+ as in the past) and edgier, tech savy, gadget oriented, on top of news/current events, "globally connected", etc. Everyone in our Ad office laffed but thought it was sexist, quite odd for MB and off target.

I liked the Asian crop circle campaign - creative, witty (without being base) and well integrated on multiplel platforms.

http://www.coloribus.com/paedia/prints/2006/1 ... 4267/
written on 01-Oct-2008

cristian.saracco says:

But... to expand its target... don't they need to change their positioning (MB to teh ones who have arrived)? And also, isn't it enough with the A & B Klasse?...

Thanks for your comment!... And it's true, the crop star campaign in wonderful
written on 02-Oct-2008

russell.volckmann [http://www.webjam.com/brandintegrity] says:

Agreed, truly awful in all respects. Disconnected bigotry is not the way to win hearts & minds!
written on 02-Oct-2008

russell.volckmann [http://www.webjam.com/brandintegrity] says:

Although I laughed at the same time
written on 02-Oct-2008

xzec7777 says:

That commercial won't help MB sales one bit. I only caught a glimpse of the car at the end and I barely remember what it looks like.
written on 02-Oct-2008

cristian.saracco says:

Thanks for the comments... The interesting issue is that MB looks like a company without global unique ads (each country a different ad).... Aren't values and behaviours of MB tribe the same independently from geographies?
written on 06-Oct-2008

russell.volckmann [http://www.webjam.com/brandintegrity] says:

Cris, good questions!

Irrespective of the lack of any apparent values in the Mercedes-Benz ad, I wonder if maintaining consistent values is absolutely equal to consistent behaviors? I mean, yes, I think that consistent values are paramount. However, I wonder if some behaviors might require some degree of localization to maintain the same values toward different cultures or audiences?
written on 07-Oct-2008

cristian.saracco says:

Probably, if there are belonging values, those should change with the region (actually we saw that in a study we developed in Spain)... However, in the specific case of MB, my very firts impression is that it is a self-expression experience and the values behind that experience should be the same independently of geographies....

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