Maher Bird Associates has created a poster campaign for
Mercedes-Benz which aims to overcome the brand's expensive image and
laud its van range as an affordable option.
The company claims that potential owners assume Mercedes vehicles are
significantly more expensive than the competition and consequently out
of the price range of an "ordinary" business. This results in Mercedes
not being included on their shortlist.
The ads take the form of graphics on the side of small-business vans
coming to life and showing their frustration at the vehicle they are
stuck with. One execution shows the sign "The Chirpy Chippy" with a
furious cartoon carpenter sawing into the bonnet.
A second execution shows "The Jolly Baker" jumping up and down on his
chef's hat, while the third has the "Happy Gardener" kicking one of his
plant pots. All ads use the strapline: "Could've been a Mercedes."
"We thought the best way of communicating the price message was to play
on the basic human emotion of being less than happy when you've made a
big mistake - like buying an ordinary van when you could have had a
Mercedes van," Graham Kerr, the MBA chairman and creative director,
The ads will run as 48-sheets as well as in the national and business
press. They were written and art directed by Simon Davenport and Martin
Pierson. Media planning and buying is through BJK&E.