Creativity as a key factor in a successful advertising video. How Mercedes-Benz used a chicken in a car advertisement
Today, we decided to talk about a seemingly obvious yet no less important tool in any marketing campaign: the commercial. And as always, we will illustrate this with a real case study.
Many companies believe that to create a successful commercial, they need supermodels and social influencers to promote their products. However, Mercedes-Benz marketers took a simpler approach: “Give us a chicken, and we’ll turn the market upside down,” they decided. Whether they succeeded or not, you can judge for yourself by watching the video at the link.
We will, in turn, examine in detail what makes this advertising campaign so remarkable and which aspects are worth paying attention to.
Mercedes-Benz: History and Achievements
Mercedes-Benz is a German automobile brand founded in 1926. The company is known for its luxury vehicles, reliability, and innovations. The company’s headquarters are located in Stuttgart, Germany, and it is part of the Daimler AG group. Since its inception, Mercedes-Benz has established itself as a leader in automobile manufacturing, setting standards in safety, comfort, and technology. Today, the brand produces a wide range of vehicles, including passenger cars, trucks, buses, and motorcycles.
What is a Commercial?
A commercial is a short video created to promote a product, service, or brand. The main goal of a commercial is to attract the audience’s attention, inform them about the benefits of the offer, and stimulate a purchase. Commercials can be broadcast on television, the internet, social media, and other media platforms. Their format can vary from a few seconds to several minutes, but the key elements are always creativity, clear messaging, and emotional impact on the viewer.
Example of Mercedes-Benz Advertising
Mercedes-Benz advertising employs several effective marketing techniques simultaneously, namely:
Metaphor and Visual Metaphor: The commercial uses chickens to represent the stability of the Magic Body Control system. This visual metaphor helps viewers easily understand and remember the purpose of the technology.
Humor: The unexpected and humorous use of chickens to demonstrate a car function grabs attention and makes the commercial more engaging and memorable.
Simplicity: The commercial conveys its message straightforwardly and simply, allowing viewers to easily understand the concept without complex explanations.
Entertainment Value: By creating an entertaining and amusing commercial, Mercedes-Benz ensures that viewers are not only informed but also enjoy watching it, increasing the likelihood of discussion and sharing.
Viral Potential: The unique and funny nature of the commercial encourages viewers to share it on social media, promoting its viral spread and increasing brand awareness.
Brand Association: By associating the brand with innovation and high-tech features, Mercedes-Benz reinforces its image as a leader in automotive technology.
These techniques collectively create a memorable and effective commercial that successfully showcases the benefits of the Magic Body Control system while enhancing the brand’s image.
Thus, a commercial is a powerful tool in the marketing arsenal, capable of not only capturing the audience’s attention but also significantly boosting brand recognition and prestige. The Mercedes-Benz example clearly demonstrates how a creative approach and proper use of marketing techniques can make an advertisement successful and memorable.