A Mercedes for Joe

This past weekend during the Superbowl, there was an influx of new commercials that grabbed the attention of many different audiences. One of my favorites was done by Mercedes. In less than two minutes, you see a young adult man who could be described as an "average joe" about to sign his soul to the devil in order to have this new car and "all the things that come with it." While he ponders this life changing decision, you see his thought process of the benefits of having a new Mercedes.



He acquires celebrity status and walks the red carpet, dances with Usher in a popular night club, gets chased by a mob of girls and then finishes his day with a quick race around the track. Quite the life, yes? Who decided that having a Mercedes will lead to such a lavish lifestyle?

The advertising team for Mercedes wants the viewer to believe that having their new car will create a higher standard of living for the individual who purchases and drives it. In the 1940's when people were much more frugal with their money (because of the memory of the depression) they would not even glance in the direction of a Mercedes dealership. With today's economic status being dangerously close to those times, it is a shock that luxury car brands are even still in business.

Its been scripted since the birth of luxury cars for men to want them. Your car reflects who you are in a society of sports cars, trucks, and mini vans. Having a nice car will get you respect, love, and a higher quality of life, or so Mercedes wants you to believe. (In reality, you won't be able to afford your rent because your car insurance/payment is through the roof.)  How could this commercial have been different if the potential customer was played by a woman?

At the end of the commercial, Average Joe and the viewer are exposed to the price: just a hair short of $30,000. The commercial leads you to believe that this is a great bargain to have Mercedes quality, and the idea that this lifestyle will soon be obtainable for the Average Joe. The young man decides against selling his soul because of this "low price." In 2012 it was reported that the average student loan debt was $27,000. You do the math on that one.

None the less, the commercial had comical value and did its job... On the Monday following the game, the CLA was the most researched vehicle on Edmunds.com. (America's Little Mercedes)