Screencap from an ad for the Mercedes-Benz E-Class [by Impact BBDO]Enlarge Photo
According to its maker, the new E-Class Coupe is the world’s slipperiest production car with a drag coefficient of 0.24CdEnlarge Photo
Sometimes, it seems as if automakers -- and other advertisers, too -- question America's sense of humor. Many companies partner with ad agencies to create hilarious and/or shocking commercials for other countries, but 86 the edgy stuff before running them in the U.S. The Australian ad for the Toyota Yaris we mentioned a couple of months ago would've been a great example of that phenomenon in action, if it hadn't been pulled from Australian airwaves for being a shade too edgy. However, we do have another example up our sleeve: a brand new, unusually funny clip for the Mercedes-Benz E-Class, created by international mega-agency BBDO for broadcast in the United Arab Emirates.
Now, before we start bashing Mercedes for leaving Americans with with less memorable advertising fare, we should point out that the company has built its identity in the U.S. around safety and security, so ads touting those features should be expected here. In Dubai and Abu Dhabi, on the other hand, the brand may be perceived differently, leaving Mercedes more artistic license in promoting its vehicles. Still, as this clip shows, there seems a way to talk safety and get a smile from consumers, all at the same time:
We could cite other examples of this phenomenon in action. But frankly, we just want to ask automakers: do you really think we're that humorless?