This disastrous tortoise and hare “Big Race” ad campaign from Mercedes-Benz will go down in infamy. The promotion of a $130,000 car with forced pop culture references, poorly written jokes and a boring storyline are baffling. The animation is nice, but it’s good writing that makes The Lion King and Toy Story great movies.
This is a Super Bowl campaign! Rather than a tortoise and hare, how about a 1977 Mercedes-Benz 450SL Convertible versus the 2016 Mercedes-AMG GT S? Let’s put Sean Connery in the 1977 Mercedes-Benz 450SL and Lewis Hamilton in the 2016 Mercedes-AMG GT S or vice versa… at least now it’s interesting. Or let’s use Super Bowl legends William “Refrigerator” Perry and Jerry Rice… there are countless combinations that would be more stimulating.
Mercedes didn’t advertise in the Super Bowl last year… you’d think with the extra time they would be able to come up with something better.
If there’s one thing this campaign has going for it… it is Mercedes’ deep pockets to purchase time from ESPN and NBC. To get the buzz going… Mercedes even ran teaser spots during the NFL Conference Championships… yawn. They’ve also invested big bucks on cloudy social media activity… so many big companies struggle with Twitter… Mercedes is the latest… kudos to @americanair. The overall message isn’t interesting, but it will be out there at a high frequency. Sometimes companies would be better off if they just rolled video of their logo and website address for 30 (or 60) seconds.
Dear Mercedes Executives,
Whatever you paid Merkley + Partners… call me and I’ll help you rewrite “The Wolf in Sheep’s Clothing” for next year’s Super Bowl for 50% off.
Everyone enjoy the Super Bowl, the game is a pick em’ and the total is 47.5, if I was a bettin’ man, I’d take the Seahawks and the under.
Elvis Anderson, owner
Elvis Anderson Multi-Channel