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The most striking advertising wars between car companies
Sergey Gusarov
21.12.2013, 12:45
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Jaguar has effectively faked Mercedes Benz in a new commercial, effectively starting a new round of war in automotive advertising.
Mercedes Benz's response came a few days later, but it turned out to be more restrained than Jaguar's attack.
Under the conditions of Western legislation, many companies have been conducting a similar confrontation in advertising for many years.
"Newspaper.
Ru " considered the most striking examples of an unusual form of competition among automakers.
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The American representative office of the British brand Jaguar has published a new video on its YouTube channel, which became a reference to the sensational Mercedes Benz advertising.
The Jaguar video shows a man who moves a chicken in space, the position of whose head will remain unchanged, despite the actions of a man.
Suddenly, feathers fly into the air, and the camera shows a jaguar that has eaten a chicken.
The final message in the video reads: "Magic adjustment of the body position?
We prefer cat reflexes."
Recall that on September 23, Mercedes Benz published a video with chickens, where the birds, as well as in the subsequent Jaguar response video, moved in space, but the position of their bodies remained unchanged.
The video was dedicated to the Magic Body Control system from Mercedes Benz, with which the car's suspension predicts bumps on the road and adjusts the position of the body in such a way that the car's passengers do not feel discomfort associated with poor road surface.
Mercedes Benz's reaction to Jaguar's attack followed just a few days later.
However, the company behaved quite restrained: the advertisement depicted a Mercedes Benz sedan moving through the forest, probably at night.
In the light of the headlights of a moving car, there was a Jaguar, which probably did not see the car.
"When the cat's reflexes are too slow," the sign advertising the preventive braking system says significantly.
In the conditions of Western legislation, which allows the mention of competitors ' brands in one advertisement, such confrontations are not uncommon.
Billboards, print ads and videos of BMW and Audi brands, which made fun of each other in every possible way, have become widely known in the past.
The most famous episode in the history of the confrontation between German brands was an episode that occurred in 2009 in the US state of California.
The glove was thrown to the competitor by Audi.
She placed a billboard on Santa Monica Boulevard in Los Angeles dedicated to the new A4 sedan.
The inscription on it read: "Your move, BMW."
The answer from BMW followed almost immediately: a California dealer of the Bavarian brand bought a billboard opposite the Audi billboard and placed his advertising there.
The print showed a BMW M3 sports coupe, and the picture was accompanied by a laconic inscription: "Mate".
After that, a discussion dedicated to the most worthy response to BMW's attack opened in the official Audi group on Facebook.
Netizens offered several caustic options, for example: "Chess?
I'd rather take a ride."
Soon Audi replaced the print on its shield with an image of the Audi R8 supercar, the photo of which was accompanied by the inscription: "It's time to check your luxury nameplate: it could have faded."
Although many perceived Audi's reaction as another round of advertising struggle, the New York Times managed to find out that the Audi print with the image of the R8 was approved for placement long before the exchange of barbs with BMW.
Both companies treated the billboard war as a manifestation of fair competition.
At various times, BMW has also ridiculed Audi in television ads.
For example, the BMW 3 Series (E36) sedan of the mid 1990s was equipped with a stabilization system, which became the theme of the commercial.
In the frame, the Bavarian sedan cuts round and round on the slippery asphalt, without losing the trajectory of movement.
In contrast to BMW, the Audi A4 sedan rides on the same surface, which is barely recognizable.
The car constantly skids, it goes off the trajectory and loses speed.
Later it is seen that due to poor handling, the car drew the Audi logo on the asphalt, consisting of four interlocked rings.
In the more modern video "Jump for Joy", actors who allegedly use BMW cars in everyday life easily jump into the windows of various cars of this brand, not wanting to use a more familiar doorway.
They easily manage to do this, even if the frame is not an open car, but a traditional sedan with a hard roof.
Later in the video, a man appears who is clearly trying to repeat the trick of jumping into the car, but instead hits the door and falls on the asphalt.
The camera changes the plan, and the viewer sees that the man tried to jump into the Audi.
Another episode of the advertising confrontation between Audi and BMW involved two more brands in the game.
The beginning of this story was an advertising print from the Bavarian brand, which depicted a BMW 3 Series and the inscription: "Congratulations to Audi on winning the competition" South African Car of the Year — 2006".
From the winner of the award "World Car of the Year — 2006".
In its response, Audi preferred to continue the line started by BMW.
"Our congratulations to the owner of the "World Car of the Year — 2006" — from the six time winner of the 24 hour races at Le Mans from 2000 to 2006."
After that, the Japanese brand Subaru entered the fight for an unknown reason, which released a print ad with the image of the Impreza WRX STi sedan.
"Congratulations to Audi and BMW for winning the beauty contests from the winner of the "World Engine of the Year — 2006 "award," the inscription on the Subaru print read.
The British premium brand Bentley supposedly put an end to this round of the advertising war, although the authenticity of this advertising print is not confirmed.
It shows a man with gray hair, who is dressed in an expensive suit and sitting on a leather, probably very expensive sofa.
The man shows the middle finger, and in the lower part of the print there is a company logo of Bentley with the" winged " Latin letter B.
Whether any of the official representatives of the brand is related to this advertisement is still unknown, but the print turned out to be very popular on the web.
BMW is also known for other sharp advertising prints, in which another long standing confrontation is played out, this time with the Mercedes Benz brand.
In the first case, two cars are moving against the background of the African savanna — a Mercedes Benz ML Class SUV painted under the skin of a zebra and a predator chasing it in the face of a BMW X5 painted under a cheetah.
In another, almost friendly joke, the topic that BMW often focuses on in its advertising was played out — driving pleasure.
The poster showed a Mercedes Benz car carrier fully loaded with BMW 5 Series (E39) sedans and station wagons.
The inscription at the bottom of the print reads: "Mercedes Benz can also give the driver pleasure."
In turn, Audi initiated a rather conditional confrontation with Ferrari, when in a video dedicated to the Audi R8 supercar, the theme of Maranello, the Italian city native to Ferrari, was played out.
The hero of the video drives an R8 around the city, whose residents are enraged at the sight of a German supercar, mixed with envy: even teenagers on a scooter chase the car with angry shouts, from which, however, the R8 leaves playfully.
Advertising confrontations are also common between other large companies, but often the fields of these battles are limited to the local press or TV channels, while the advertising products themselves are created on the initiative of local dealers.
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