The world of car advertising is constantly vying for attention, but once in a while, an advertisement breaks through the noise to become truly memorable. In the past year, one such ad has captivated audiences and industry experts alike, earning top honors in a recent poll conducted by Auto Express, a leading UK car magazine. This standout piece is the “chicken” advertisement for Mercedes-Benz, created by German agency Jung von Matt/Neckar. This innovative campaign has been decisively voted the favorite car ad by over 3,000 Auto Express readers, securing a remarkable 51 percent of the online vote at the prestigious Auto Express New Car Awards.
What makes the “Mercedes Advertisement Chicken” so compelling? At its heart, the ad cleverly illustrates the “magic body control” functionality of Mercedes V8 models. The advertisement showcases chickens, renowned for their naturally stable head movements, even when their bodies are in motion. This visual metaphor perfectly embodies the sophisticated technology within Mercedes V8 cars. These vehicles utilize a stereo multi-purpose camera system that proactively detects uneven road surfaces. Based on this detection, the system instantaneously makes adjustments to the car’s suspension, ensuring a supremely balanced and smooth ride, regardless of bumps and imperfections on the road. The “chicken” ad succinctly and memorably communicates this complex engineering feat through a relatable and engaging demonstration.
The impact of the “mercedes advertisement chicken” extends beyond just viewer engagement. Steve Fowler, editor-in-chief of Auto Express, highlighted the ad’s widespread appeal, 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 emphasized the ad’s effectiveness in blending entertainment with information delivery, noting, “It’s able to entertain and get a message across in an innovative and creative way. And most importantly for any ad, it’s hugely memorable – a brilliant advertisement.” Gary Savage, chief executive of Mercedes-Benz UK, echoed this sentiment, praising the ad as “a brilliantly simple way to explain complex advanced engineering.” He also provided a lighthearted anecdote about the filming process, mentioning the well-being of the birds: “We used professionally handled birds, which were very well cared for. In fact they were so relaxed on set, I’m happy to report three eggs were laid.”
While the “mercedes advertisement chicken” took the top spot, the Auto Express poll also recognized other noteworthy campaigns. Jaguar’s “rendezvous” ad, featuring prominent British actors Sir Ben Kingsley, Tom Hiddleston, and Mark Strong, secured second place. This ad, created by Jaguar’s in-house agency Spark44, playfully explores the stereotype of British actors often being cast as villains in films. Volkswagen’s “woofwagen” ad, developed by Adam & Eve/DDB and showcasing dogs enjoying car rides in Volkswagens, rounded out the top three, capturing 16 percent of the vote.
In conclusion, the resounding success of the “mercedes advertisement chicken” demonstrates the power of creative and innovative marketing in the automotive industry. By using a simple yet striking visual analogy, Mercedes-Benz and Jung von Matt/Neckar crafted an advertisement that not only captured attention but also effectively communicated complex technology in an easily understandable and unforgettable way. This award-winning campaign serves as a benchmark for future automotive advertising, proving that sometimes, the most impactful messages are delivered through the most unexpected and imaginative approaches.
