SLS Mercedes-Benz Super Bowl Commercial unveils C63 Coupe and SLS Roadster

[SCOTT27]

Yes BMW and Mercedes-Benz went the product approach , Audi went the piss-on-the-competitors usual approach of "old luxury" maybe their market researchers can actually go and look why the "the old luxury" of BMW and Mercedes-Benz appeal more to the customer who wants the best car in their class and always overlook the Audi because they want status and the finest car out in the market and they know what that is.

Mercedes-Benz was no doubt the winner but only one element ruined the effect - Having a Rapper where your original clientle are so turned off by the marketing connecting cars to hip-hop and associated culture.
(it buried Maybach)
Surprisng though that in the Mercedes-Benz advertisement that they did not show the upcoming M-Klasse considering that is built in the US.
But the September launch of the SLS AMG Roadster.

BMW's was done by BMW North America. and focused on the product the BMW X3 and the changing need for diesels. Whilst the product is good enough to convince. Diesels for Premium manufacturers (not only BMW) are not selling aswell as the relevant SAV/SUV's powered by diesel engines. For Volume manufacturers smaller engined diesels are popular but do not work well within the premium market.
Suggests there is still a mountain to climb before premium diesel powered cars are accepted.

 

[PHYBENZ]

A little feedback from the 2 commercials:

Super Bowl XLV was groundbreaking in terms of how many companies integrated social media campaigns to extend their $3 million investment for a 30-second spot, Fox's going rate. Two car companies went the celebrity route with Audi's humorous Kenny G "break out of luxury" ad, while Mercedes-Benz slipped in P. Diddy with Janis Joplin's "Mercedes Benz" serenading the scene. "While their campaigns were robust, the Super Bowl spots ranked in the middle of our results," Rucker explained.

BMW returned to the field after a 10-year absence, but it didn't fare as well as Chevy. Its X3 "Made in America" line confused Kellogg's Review. "The message didn't go over so well because the students kept saying, 'Fine, you make the car in America but you are not an American brand at all and your message isn't working with what facts I know,'" Rucker explained.

 

[Michael]

Wow! I saw this last night and I was just taken back. What a brilliant commercial. I like how MB has reinvented their ways (not really, simply going back to its roots) in the past few years. I simply love it and it makes me, once again, appreciate them so much. I think every single car in that commercial was stunning and epic in its own right.

 

[Centurion]

Mercedes-Benz was no doubt the winner but only one element ruined the effect - Having a Rapper where your original clientle are so turned off by the marketing connecting cars to hip-hop and associated culture. (it buried Maybach)

Because "normal" people don't listen to rap in their cars right?

Mercedes clientèle are no longer restricted to people above the age of 50-60. Diddy was a perfect celebrity to add a secondary story to the video and make it relevant to a younger audience as opposed to older generation Merc owners collecting vintage convertibles. Diddy is an icon and one of the wealthiest in the entertainment industry. For their current objective of rejuvenating the brand, the choice of celebrity was excellent.

I was thrilled by the ad and think that the concept could have only worked for Mercedes and no other manufacturer. A majestic product line is necessary to achieve such a tingling effect.

PS: I don't get where your logic stem from but rappers had nothing to do with the failure of the Maybach. It was simply a poor product and for you information most rappers dumped their Maybachs quickly and bought a Phantom or a Drophead. Has that had a negative affect on the Maybach? No. Has Bentley or Cadillac been buried by rappers or even the S-class? No

 

[K-A]

Well, there's no doubt that Rappers lower the perceived "intellect" of certain cars (Escalade, for example), and alienate certain buyers from "Rap-Cars". At the same time, it attracts a certain demographic to them as well. To me, I find that people with dignity could do without the Rap effect, while those who are Pop Culture followers, and braggart types, will flock. Diddy was a perfect choice for what they were going for. Unfortunately for them, most anyone with true knowledge in the arts of Music, Hip-Hop, and followers of Pop Culture, etc., will think that using Diddy was ultimately cheesy, as he has very little respect as an artist (and he has large respect as a businessman). Those who are casual followers of each, will find it a cute, and easily digestible angle, with them using Diddy.

As for BMW's "Made In America" thing. I think it was weak, and lame pandering to the "Proud American Chevy Driver Patriot" type.

Most people who are smart enough, will see right through it. The fact that the SUV's are made in America is a bad thing to enthusiasts. This has nothing to do with America, or Patriotism, it has to do with many of us wanting a EUROPEAN CAR, built in GERMANY, if we splurge on a German car. If we care so much about supporting American Companies, and workers, etc., we'll buy an full on American car.

 

[NarutoRamen]

...we'll buy an full on American car.

Too bad no such thing exists anymore. LOL

 

[W124]

I agree having a rapper in this video downgraded it for me. otherwise great video!

 

[K-A]

Too bad no such thing exists anymore. LOL

Exactly, lol. The whole "buy American if you're a 'patriot'" is so archaic, delusional, ignorant-to-reality, etc. that it irked me to see BMW pander to it. If I buy a European car, I don't want it built in America at all!

 

[donkeykong]

, I find that people with dignity could do without the Rap effect,

What a ******* joke

 

[Merc1]

Mercedes-Benz was no doubt the winner but only one element ruined the effect - Having a Rapper where your original clientle are so turned off by the marketing connecting cars to hip-hop and associated culture.
(it buried Maybach)

This comment is so wrong on so many levels it isn't even funny. What "rapper" are you talking about? Puffy, P-diddy, born Sean Combs is not a "rapper". He isn't that good at "rapping", he is an entertainer. Mercedes having him in their ad didn't do one bit of harm? If it did, says who? The products showcased blew Diddy out the water. How can you say it brought the ad down when you don't even know who the guy they used is? Hilarious.


M

 

[K-A]

This comment is so wrong on so many levels it isn't even funny. What "rapper" are you talking about? Puffy, P-diddy, born Sean Combs is not a "rapper". He isn't that good at "rapping", he is an entertainer. Mercedes having him in their ad didn't do one bit of harm? If it did, says who? The products showcased blew Diddy out the water. How can you say it brought the ad down when you don't even know who the guy they used is? Hilarious.


M

I saw a lot of backlash (from people I know, and the MBUSA FaceBook Page, etc.) with M-B "downgrading" themselves to put him in. Some people couldn't even appreciate the majestic ad, because of him. Now, granted, the "Blog-Era" has spawned armchair cynics across the world who get their jollies off of sitting behind a keyboard, and slamming everything that pops up, so criticism has lost its merit in some respect.

Though again, it didn't bother me thaat much.

What a ******* joke

Really? Since when has Rap been dignified? It is the antithesis of dignity. My business partially revolves around Hip-Hop, and I know it very well. I'm just speaking level-headedly.

 

[donkeykong]

^^^

Rakim,Krs-One,Black Thought,and Mos Def just a few that epitomize dignity.Its an entire culture that goes way beyond rap music, I'm not referring to Madison Avenue's exploitation of it. I'm speaking about of provacative rap that which expresses profound ideals.To say people of dignity can do without the "the rap affect" is a ******* joke.

 

[K-A]

^^^

Rakim,Krs-One,Black Thought,and Mos Def just a few that epitomize dignity.Its an entire culture that goes way beyond rap music, I'm not referring to Madison Avenue's exploitation of it. I'm speaking about of provacative rap that which expresses profound ideals.To say people of dignity can do without the "the rap affect" is a ******* joke.

First off, yes I agree, and I had a feeling you'd post up names of more respectable artists like that.

HOWEVER, the show-offy, boastful, braggart, classless, lewd, crude, volatile, materialistic, shove-my-wealth-in-your-face aspects of Hip-Hop, is what Rap "Artists" at the Pop Culture helm convey. This is where the negative stereotype of non dignity due to association with "Rap Culture" lies.

I'd love to see KRS-One in a Benz ad over Diddy, but we know that won't happen. And even though he and Diddy are somewhat aligned in a genre of Music (Hip-Hop, speaking very generally), the perception from having each in a Commercial would be extremely different.

Also, i never said that people with dignity don't listen to Rap. We all have our pleasures, even if they're "guilty pleasures" (what I consider it when I like a commercial or socially-ill Hip-Hop song). I said that a company like Mercedes, associating themselves with such a volatile genre, even if by way of using Diddy, is a bad idea more-so than a good one. Those guys already give M-B all the advertisement they need, M-B doesn't have to give us a visual of them holding hands.

 

[Merc1]

Those guys already give M-B all the advertisement they need, M-B doesn't have to give us a visual of them holding hands.

Now that is so true.


M

 

[donkeykong]

I said that a company like Mercedes, associating themselves with such a volatile genre, even if by way of using Diddy, is a bad idea more-so than a good one. Those guys already give M-B all the advertisement they need, M-B doesn't have to give us a visual of them holding hands.

I see what your saying,but M-B is is so engrained in pop culture. It would'nt distance itself from a contriversal hollywood film using thier cars. So why someone like Diddy who inactuality is a million miles from lude, it's practically "G" rated rap.I thought it was great commercial, and did not think anything bad of it.

 

[K-A]

I see what your saying,but M-B is is so engrained in pop culture. It would'nt distance itself from a contriversal hollywood film using thier cars. So why someone like Diddy who inactuality is a million miles from lude, it's practically "G" rated rap.I thought it was great commercial, and did not think anything bad of it.

Yeah, Diddy was a good and calculated choice for what they were going for. In the "sacredness" of the brand, I'd wish they wouldn't have to use him (rather, let him use them, same as with the Movie example), but it didn't ruin the commercial for me, and was a little funny, and I certainly loved the whole ad as well!

 

[K-A]

Funny thing about the Audi ad. I asked my GF what she thought about it (she doesn't get cars, and wouldn't understand the Audi humor in this anyway, so she probably represents like 90% of people out there in this), and she said it was so confusing to her as to what they were getting at, that the whole "plot" went over her head.

 

[Osnabrueck]

Like most of you, I came away from yesterday's barrage of automotive commercials with some strong feelings.

Let's take hip-hop and its contribution, or detriment, to the cultural zeitgeist off the table. This was a typical Super Bowl megacommercial with more ideas than it could rightfully fit into its running time, designed to connect with the brand faithful, as well as Johnny two-bits who's watching from spittle county America.

It really doesn't matter that Diddy is a hip-hop celeb or not. He's a pop culture fixture who dumbed-down the commercial to the lowest common denominator. It wouldn't have mattered if they put Donald Trump or Brett Michaels in that commercial, it would have had the same effect.

As somebody who is a luxury car intendor, but isn't really into the whole Benz thing, the spot made me like Mercedes Benz less... It seemed like a brand that was relying both on its storied past and celebrity association - instead of anything of substance.

But I'm quite probably in the minority here and I'm sure there's a huge amount of people my age who thought the inclusion of Diddy was brill. Just like tons of people were buzzing about how great the "Imported from Detroit" commercial for the Chrysler 200 was with Eminem.

 

[K-A]

I actually dug the Chrysler one. I gotta give it to them, great Marketing. And if there IS a Pop Culture fixture (I fully agree about it/them dumbing down what should be an otherwise quality Ad of substance) who can get serious, it's Eminem. And another reason as to why the spot wasn't cheesy due to him being in it, is because he's the poster boy of Detroit right now, so you know there's some real passion there.

Too bad they were showcasing such a POS car to get the message across. Couldn't they have used at least the new 300 or something?

 

[Centurion]

It really doesn't matter that Diddy is a hip-hop celeb or not. He's a pop culture fixture who dumbed-down the commercial to the lowest common denominator. It wouldn't have mattered if they put Donald Trump or Brett Michaels in that commercial, it would have had the same effect.

Super Bowl ads cost a fortune not only to produce but to broadcast during the game. Top celebrities give advertiser and extra buck worth of their money through videos spreading virally on the web and being watched by people who don't give 50 Cent about cars*pun intended*. These clips are all about going viral.