The Mercedes-Benz marketing tool was very effective and powerful in many suggested ways. It featured something personal or rather relatable to a mass amount of people. The commercial also followed its company motto, which means ‘ The Best Or Nothing’. Mercedes-Benz has clearly represented that they could good quality cars and also that they could sell them at a high price. The commercial was for the Mercedes-Benz CLA Coupe and had ASAP Rocky as the narrator or superstar guest. This is also impactful because he’s seen as powerful influence to today’s society.
The company, Mercedes-Benz has kept up their cars production scale quite well, which as put the value of the name quite high. As the high-end car sells quite well on market, for a spokesperson, ASAP Rocky is great choice to have represented this this model as well. He’s been on the Forbes list for style and class then shows it in multiple ways. Both names hold a high standard to them and they both complemented each other well too. Persuasively, this ethical approach on the commercial is well thought out. While ethos meaning something similar to character, the car is a good fit for someone who holds a high class of character. The commercial also shows ASAP Rocky talking about his career and referring to it as a ‘Real Job’. The typical common rapper is looked at to have ignorance and to very flamboyant in public and ASAP Rocky shows different as he’s dressed in elegance and style in parts of the video. Its also seen in the video, he interacts with a fan and is very nice to them showing another side of the profession that doesn’t get a lot of recognition to the public. There are clips of the car riding through a city at certain different angles, showing off its sleek qualities. It’s also seen that ASAP Rocky was washing down the vehicle and was driving it as well. The huge public figure was expected help create a movement to make young people grow up and not be such a reckless and disrespectful generation. This commercial was geared towards the younger generation but people of all age could relate to it.
Mindful that this person has portrayed to be an influential person, who has helped may people be themselves. This was supposed to help shift the look on the generation and help change it for the better. ‘Mercedes’ latest ads, for which it has enlisted rapper ASAP Rocky as the star, want to show the brand’s appeal to younger consumers and how it will accompany them throughout life'(Rath). After living the fast rock star life, ASAP Rocky decided its time to settle down and start to set an example for the many generations to come. While the campaign is aiming for the generations after ASAP Rocky, telling them to grow up but that doesn’t mean that you have to stop chasing your dreams. As a part of it all, Mercedes’ also came out the slogan, ‘Dreams can come with a price. But hard work pays off’. Throughout the video, ASAP Rocky was also telling a story about how music carried him and inspired him to keep moving despite all the bad things that keep coming his way.
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The message delivered throughout the video is just as powerful as the advertisement that was being displayed on the screen. ASAP Rocky is seen walking and driving around town, while interacting with different things. The story he tells takes place from his child hood and then carries on into his present life. About how he was inspired by his big brother who encourages him to rap and do what he loves. In the middle of the video, ASAP Rocky clarifies that his older brother had passed from a gun shot and that influenced him to carry on and work hard at doing what he loves. Throughout the video, a beat was being played that also symbolizes his brothers presence and the when he got killed, the beat still played on with ASAP Rocky even after. That’s a message that could touch a lot of people and allowing the right person to tell it can lead to many good outcomes for the company. With this approach that they have used, pathos or the emotional appeal, this could connect with people who feel that they have a similar story to ASAP Rocky. The video quotes, ‘My brother moved on, but the beat came back, pulsing through every vein in my body….
My older brother Ricky is responsible for me growing up and having a real job'(Rocky). For some people this probably was touching for them and could encourage people to push harder and keep going after such a tragic road block in their lives. It also features some small clips of him making the beat the reminded him of his brother. Opening up about something that’s so touching and personal with a mass amount of people is another way to build a certain connection between him and his fans. Also, while fans are building that connection with ASAP Rocky, its also stimulating an connection with the object that’s being advertised as well. While not only building a emotional connection, an logical connection is also being built between the ad and the person watching it.
Mercedes-Benz also gave qualities of a grown up throughout the campaign as well. While expressing the phrase, ‘Grow Up’, Mercedes had touched another generation as well. Not only aiming for young teens, the company targets the viewpoint of adults as well by giving out their qualities. The campaign was so well planned out that the campaign advertising was separated into five videos with all videos representing the qualities. In an article it states,
The campaign is a large content effort by the brand, which shot a five-part series of three to five minute videos going in depth on some of the topics mentioned in the ad: spend time with family, get a job, start a family, be a good parent, settle down'(Rath).
Advertising wise, the company put out five videos speaking on different topics and different aspects of one main phrase, ‘Grow Up’. While giving out lessons that people could connect, visuals were placed to correspond to them as well. A star was also placed to throughout all visuals and also was given the task to tell a meaningful story to go along with it. What better person to have that has powerful influence over a generation of people and carries himself as a gentleman and not a gangster. All of these big factors play a role in the marketing something as simple as a vehicle. The company touched the Logos persuasive point of view quite well on this part. Giving out logical reasons that people could relate to just like all the other aspects and perspectives that were given to the public. Everything connected well throughout the campaign and it was a well thought out project. Even though having a star like ASAP Rocky grabbing attention from the younger generations, the stories and phrases said through out all advertisements still appealed to older people and the product its self. While he carried class and also showing off a sense of fashion, ASAP Rocky complemented the car because it carried the same class trait. While also having a high-established person, he’s also representing a highly established brand.
The Mercedes-Benz marketing scheme was very moving, shown in the many suggested ways. Featuring something relatable across all platforms to a mass amount of people in today’s era. With the commercial following suite to the motto, which means ‘ The Best Or Nothing’, the ASAP Rocky collaboration was perfect for the occasion. Mercedes-Benz has clearly represented that they could advertise good quality cars with satisfying visuals to follow.
