The world of automotive advertising is fiercely competitive, with brands constantly vying for consumer attention. Amongst a sea of commercials, the “chicken” advert for Mercedes-Benz V8 models stood out, not just for its creativity, but for its remarkable ability to communicate complex technology in a simple, engaging way. This advert, crafted by German agency Jung von Matt/Neckar, secured a landslide victory, capturing 51 percent of online votes in an Auto Express poll to be named the best car ad of the past year, an accolade announced at the prestigious Auto Express New Car Awards. But what made the Mercedes-Benz chicken advert so compelling?
The brilliance of the Mercedes-Benz chicken advert lies in its visual metaphor. The commercial showcases chickens being moved around, their bodies swaying, yet their heads remaining perfectly still. This captivating imagery directly reflects the “magic body control” functionality in Mercedes V8 vehicles. This advanced system utilizes a stereo multi-purpose camera to scan the road surface, detecting any unevenness. Based on this information, the system instantaneously adjusts the car’s suspension to maintain a smooth and balanced ride, effectively mimicking the chicken’s uncanny head stability despite body movement. This ingenious comparison made the sophisticated technology instantly understandable and memorable for viewers.
Steve Fowler, editor-in-chief of Auto Express, perfectly summarized the advert’s impact, stating, “Mercedes’ intelligent drive ad has been a huge favourite among the Auto Express team and it’s clear that our readers agree.” He further highlighted its ability to “entertain and get a message across in an innovative and creative way,” emphasizing the crucial element for any successful advertisement – memorability. The Mercedes-Benz chicken advert achieved this and more, becoming a benchmark for effective automotive marketing.
Gary Savage, CEO of Mercedes-Benz UK, underscored the advert’s strategic success, noting it was “a brilliantly simple way to explain complex advanced engineering.” He also humorously reassured viewers about the welfare of the avian stars, mentioning the professionally handled birds were “very well cared for” and so relaxed they even laid eggs on set! This light-hearted anecdote further humanized the brand and added to the advert’s charm.
While the Mercedes-Benz chicken advert overwhelmingly took the top spot, the poll also recognized other noteworthy campaigns. Jaguar’s “rendezvous” ad, featuring renowned British actors Sir Ben Kingsley, Tom Hiddleston, and Mark Strong, secured second place, playing on the stereotype of British actors as villains. Volkswagen’s “woofwagen” ad, depicting dogs enjoying car rides in Volkswagens, came in third. However, it was the Mercedes-Benz chicken advert that truly resonated with audiences, demonstrating the power of innovative and clear communication in advertising.
In conclusion, the success of the Mercedes-Benz chicken advert is a testament to its clever concept and flawless execution. By using a simple yet striking visual analogy, the advert effectively demystified complex car technology, making it relatable and unforgettable. This award-winning campaign not only highlighted the innovative “magic body control” feature of Mercedes-Benz V8 models but also set a new standard for creative and impactful automotive advertising.
