Foundations

and Strategies of Marketing and Public Relations

S. Carvajal, M. Gibert

Mercedes Benz ad
Oh Lord, wont you buy a me Mercedes Benz
On this advertising produced by the car brand Mercedes Benz, we can Dind that the lyrics in
the background were written by the unforgettable Janis Joplin in the 1970s. This song
describes the social movements that were taking place in that epoch. Mercedes Benz is a
lonely blues tune about the happiness promised after purchasing a whim, and the hippie-era
rejection of the consumerist ideals, that middle-class white women felt identiDied with.
Taking into account the meaning of the song we can state that the objective of the advertising
is that people remind the feelings of the hippie era, peace, equality and the Dight for happiness,
due to the song was famous and also because it appoints the name of the brand several times.
Moreover, as we can see in that the ad shows people from different social levels, more speciDic
low clases, and different mercedes cars, matching every social level with every type of car.
Therefore, the company at the end of the ad wants to let people know that everyone can fulDill
their desire, buying a Mercedes of their dreams.
On the other hand, the motoring brand makes the characters of the advertising start singing
just on the moment that the car passes in front of them, and also because they remember the
lyrics of the song due to its linked to the brand.