Mercedes-Benz: Brand Profile

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Mercedes holds its own as one of the world's most prestigious luxury brands. Although it is rivalled in the luxury automobile sector by BMW, Lexus and others, the Mercedes badge arguably carries more status than any of its competitors. Not only does ownership imply wealth, but also a degree of superior taste reflected by the brand's understated and long-established glamour. However the badge became a little tarnished in 2004 as quality control slipped and competition increased dramatically. Parent company Daimler launched a major program to re-establish the Mercedes credentials in 2005, and since the demerger of troubled Chrysler a year later has given the Mercedes brand its complete attention. Strong growth since 2010 put Mercedes-Benz back in the #1 position among luxury car brands in 2016, for the first time for a decade.

Selected Mercedes-Benz advertising

Which agencies handle advertising for Mercedes-Benz? Find out more from Adbrands Account Assignments

Who are the competitors of Mercedes-Benz? See also Cars Sector index and Best Global Brands ranking

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also:

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C-class A-class
E-class Mercedes-AMG

Recent stories from Adbrands Weekly Update:

Adbrands Social Media 30th Apr 2019: "Play By Your Rules". There are all sorts of reasons not to like Antoni's latest pan-European campaign for Mercedes-Benz - it's really a bit corny, for one thing - but actually the complete package is a real charmer. The ad is; the younger version of the main character is still a total a**hole by the end of the film. But then, weren't we all at that age? Modern millennial executive wakes up one night to discover a stranger in his house. Only it's not a stranger, it's himself as a teenager. And the young version finds everything about modern life a drag - apart from the Mercedes CLA Coupé of course.

Adbrands Social Media 21st Mar 2019: "Justify Nothing". In a big headline pitch last year, Publicis won the global creative account for Mercedes-Benz with the creation of a new dedicated entity Publicis Emil. That seemed to bode ill for incumbent agencies like German independent Antoni. Well, Emil can forget about ever getting its hands on lead creative if Antoni keep putting out ads like this superb film, filmed in region-non-specific Portugal and made in English (like the Bertha Benz spot we featured last week) but in a such a way it can be language-adapted for almost any country. It's a brilliant piece of work, emotionally rich, quirky when it needs to be and featuring a fine central performance by Irish actor David Wilmot. It even contains a set of other life lesson vignettes that can be carved out as shorter ads in their own right, like the pregnant couple and the dad in a princess dress. A lovely little film.

Adbrands Social Media 11th Mar 2019: "The Journey That Changed Everything". Bizarrely, Daimler commissioned German creative boutique Antoni to remake an ad R/GA already produced for the Mercedes-Benz brand last August. It's the true story of Bertha Benz, wife of Carl Benz, who was himself the inventor of the first ever automobile. Unfortunately, Carl was a bit of a shrinking violet in some respects, so it was wife Bertha who did more than anyone else to demonstrate the possibilities of the machine, not least by undertaking the first ever long-distance car journey from her own home in Mannheim to her parents' house in Pforzheim, 65 miles away. She broke down halfway, and was obliged to use a hatpin and her garter to fix the problem. You'd already know all that if you saw R/GA's version last August. However, in honour of International Women's Day, Antoni were granted a very much bigger budget to tell exactly the same story, with the benefit of cinematic photography, lavish production values and plenty of local colour. As a result, it's a considerably more satisfying piece of work. We bet R\GA were a bit peeved when they found out someone else got more money to make exactly the same film.

Adbrands Social Media 16th Jan 2019: "Let Them Eat Dust". The latest from Australian indie The Royals for Mercedes-Benz suggests that their new X-class V6 pickup can defeat any other vehicle from car and bike to kayak and helicopter. Well that's pushing it a bit perhaps, but it makes for an entertaining ride. You, like us, might have noticed an odd habit of Aussies and Kiwis of always referring to flat-bed pick-ups like this as "Utes". It's a term that only exists in Australia and New Zealand. If I tell you that it's pronounced "Yoots", you might guess correctly that it's an abbreviation for what was originally described as a "utility vehicle". As Michael Caine *yootsed* to say: "Not a lot of people know that".

Adbrands Social Media 9th Dec 2018: "In The Long Run". One of the great gifts social media has brought to the marketing community is the conduit it offers for extended "sponsored" films that could never exist in any other advertising medium. This lovely film from Antoni Berlin for Mercedes-Benz is a perfect example. It's hardly an ad - the product is on-screen for less than 20 seconds out of the four and a half minute total running time. More like a cinematic short story, the tale of a fractured mother and daughter relationship, and of one woman's personal strength and her will to win. It's a compelling and sensitively presented human drama, given added emotional impact by the surprise unveiled in the closing frames.

More about Mercedes-Benz from Adbrands Weekly Update


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