Mercedes-Benz has long been recognized for its innovative engineering and luxurious vehicles, but their marketing team proved they’re equally adept at creativity with the now-famous “chicken ad”. This advertisement, which cleverly illustrates the brand’s “Magic Body Control” technology, captivated audiences and earned significant industry recognition, including a top award from Auto Express readers. But what made this particular Mercedes Chicken Advertisement so successful and memorable?
The “Chicken” Ad: A Simple Yet Brilliant Concept
Created by German agency Jung von Matt/Neckar, the Mercedes “chicken ad” took a decidedly unconventional approach to showcasing advanced automotive technology. The core concept is strikingly simple: chickens, known for their remarkably stable head movements even when their bodies are in motion, are used to demonstrate Mercedes’ “Magic Body Control”. The advertisement visually presents chickens’ bodies being moved and jostled, while their heads remain perfectly still, drawing a direct parallel to the smooth, stable ride offered by Mercedes vehicles equipped with this feature. This creative approach immediately grabbed attention and sparked curiosity, making it far more engaging than typical car commercials.
Unpacking the “Magic Body Control” Technology
The advertisement isn’t just about entertaining visuals; it effectively communicates the core benefit of Mercedes’ “Magic Body Control”. This sophisticated system utilizes a stereo multi-purpose camera to proactively scan the road surface ahead. By detecting bumps and unevenness, the system anticipates and adjusts the car’s suspension in real-time. This allows for a remarkably smooth and comfortable ride, minimizing body roll and vibrations, even on challenging road conditions. The “chicken ad” brilliantly visualizes this technology, making a complex engineering concept easily understandable and relatable to viewers.
Industry Acclaim and Viewer Engagement
The impact of the Mercedes chicken advertisement was undeniable. It resonated strongly with the public, evidenced by its decisive win in Auto Express’ online poll, securing 51% of over 3,000 votes for the favorite car ad of the year. Steve Fowler, editor-in-chief of Auto Express, highlighted the ad’s effectiveness, stating, “Mercedes’ intelligent drive ad has been a huge favourite among the Auto Express team and it’s clear that our readers agree… 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, further emphasized the ad’s success in simplifying complex technology, noting it as “a brilliantly simple way to explain complex advanced engineering.”
Alt text: A still image from the Mercedes “chicken ad” showing chickens with stable heads despite body movement, illustrating Magic Body Control.
While other notable ads, like Jaguar’s “rendezvous” featuring British actors and Volkswagen’s “woofwagen” with dogs, also received recognition in the Auto Express poll, the Mercedes “chicken ad” stood out for its unique approach and lasting impression. Its viral nature and industry accolades underscore the power of creative advertising in effectively communicating complex features and capturing audience attention in a crowded market.
Conclusion: A Masterclass in Automotive Advertising
The Mercedes “chicken advertisement” is more than just an award-winning commercial; it’s a masterclass in how to effectively market advanced automotive technology. By using a simple, memorable, and visually engaging concept, Mercedes successfully conveyed the benefits of their “Magic Body Control” system to a broad audience. The ad’s success demonstrates that even complex features can be communicated effectively with creativity and a touch of humor, leaving a lasting impression and solidifying Mercedes-Benz’s reputation for both innovation and ingenuity.
