Ian Schafer: Mercedes-Benz Sells Its Soul For A Teaser Ad [Super Bowl 2013]

Ian Schafer: Mercedes-Benz Sells Its Soul For A Teaser Ad [Super Bowl 2013]
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Even though the car company has released a cheaper model, that is no reason for such a radical departure from its brand identity.

Ian Schafer, Deep Focus
  • 10 february 2013

Where do I begin? The teaser for Mercedes-Benz’ new CLA did not put the CLA in “class.”

The teaser, literally, was more “Carl’s Jr.” than luxury car. Titillation has never been part of Mercedes-Benz’ mystique, and this teaser spot felt very “off-brand.” Affordable car or not, resorting to a model, walking in slow motion, with football players drooling over her felt very tired. And desperate.

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