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New Video: Does Mercedes-Benz Doubt America's Sense Of Humor?

By Richard Read
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Screencap from an ad for the Mercedes-Benz E-Class [by Impact BBDO]

Screencap from an ad for the Mercedes-Benz E-Class [by Impact BBDO]

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According to its maker, the new E-Class Coupe is the world’s slipperiest production car with a drag coefficient of 0.24Cd

According to its maker, the new E-Class Coupe is the world’s slipperiest production car with a drag coefficient of 0.24Cd

Enlarge 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?

[YouTube]


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Comments (6)

  1. mee Posted: 3/17/2010 12:24pm PDT

    Maybe they should start making fun of Sudden Acceleration, then they will see how humorless we really are.
     
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  2. Outside Tearooms Posted: 3/17/2010 12:29pm PDT

    oh c'mon the christianists would all get their pantys in a knot, this woman is far too sexy. if she had some automatic weapons it'd probably be ok but i don't think the nation can even spell I-R-O-N-Y any more
     
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  3. Control Scrounge Posted: 3/17/2010 12:52pm PDT

    The sequel: Freddy, Jason and Michael Meyers try to fit into an SL63 AMG?
     
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  4. Edward Posted: 3/17/2010 2:01pm PDT

    Love this. It's memorable, and it doesn't feel stodgy like so much of the U.S. Mercedes ads.
     
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  5. Vince Posted: 3/18/2010 6:51am PDT

    there was humor in that ad? No really, I think most ad agencies have run out of ideas and they are just reaching most of the time. Having a sense of humor does not mean that everything ad agencies regurgetate is funny.
     
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  6. Rex S Posted: 3/18/2010 8:59am PDT

    My sense of humor must be off today, that was supposed to be funny? I don't get it.
    Sudden acceleration ...... why not just learn to drive? Maybe put down the cell phone too?
     
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