Love and Stories Work Every Time
Anybody out there love the “Love Mercedes” ad campaign? I have to say I don’t watch (that) much TV, but I have noticed the ads there and in magazines, which led me to check out the web site for the campaign. They must have taken a clue from Tim Sander’s book, Love is the Killer App, because, indeed, love is all you need when marketing cars.
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These ads really resonate with me, and my guess is the photos and stories that Mercedes-Benz uses to get their point across would resonate with a lot of people. I had fun just paging through the photos and stories randomly and I don’t even own a Mercedes (but, I do have memory of the one my dad had when I was about 16 – and how it was SUCH a big deal for me to get to drive it around town.). The fun of the “polaroid” look and the cross-section of population represented (short, tall, fat, skinny, white, black, male, female, dog etc.) just makes it more likely that more people will think to themselves “that reminds me of my cousin’s car or my old boyfriend’s car or that good time I had in 3rd grade driving around with Aunt Sally.”
Family stories and fun images are relevant to everyone. I think this campaign hits an emotional nail on the head and reaches women, and men, very effectively. Check out Love Mercedes and think about why it strikes a chord with you (and I know it will). Now, how can stories and pictures become a larger part of your marketing efforts? Hmmm.
