The Mercedes Chicken Ad: When Viral Marketing Ruffles Luxury Feathers
When Mercedes-Benz released their "Chicken" advertisement featuring chickens dancing to Diana Ross while demonstrating their Magic Body Control suspension system in 2013, they created more than just a viral moment - they sparked a fascinating case study in automotive marketing, competitor response, and brand positioning.
The Creative Concept and Its Impact
Created by German agency Jung von Matt/Neckar, the advertisement took a unique approach to demonstrating Mercedes' sophisticated suspension technology. By showing chickens maintaining perfectly stable heads while their bodies moved to music, the ad created an entertaining parallel to how the Magic Body Control system works in Mercedes vehicles.
The numbers speak for themselves:
- Over 26 million views across social media platforms
- Winner of Auto Express's "Best Car Ad of the Year" with 51% of reader votes
- Generated significant organic social media buzz and discussion
The Criticism: Entertainment vs. Value Proposition
Despite its viral success, the advertisement faced several legitimate criticisms:
1. Product Information Gap: The ad prioritized entertainment over clearly explaining the technology's benefits to drivers. While viewers remembered the dancing chickens, the meaning behind this was lost on some, who struggled to connect this to the actual value of the suspension system. Personally, to me, it was clever and cheeky and more related to their value proposition than the Jaguar advertisement.
2. Brand Alignment Concerns: Critics argued that the whimsical nature of dancing chickens didn't align with Mercedes' prestigious brand image. The luxury automotive sector typically emphasizes sophistication and engineering excellence - elements that some felt were overshadowed by the advertisement's playful approach. Again, we might be splitting hairs here and bordering on being snobbish with this line of thinking.
3. Originality Concerns: The concept wasn't entirely new, as FujiFilm had previously used chicken head stability to demonstrate their camera stabilization technology. This raised questions about creative integrity in advertising. This to me is the biggest issue though some might argue that it’s similar to using say a fast-running animal to demonstrate speed, which is quite common. Chickens in this case, is rarely used in that context.
The Jaguar Response: A Lesson in Competitive Marketing
Ironically, Jaguar came up with its own ad to show a Jaguar eating the chicken. Their response ad, showing a jaguar eating the chicken and promoting "cat-like reflexes," achieved approximately 2 million views - significantly less than Mercedes' original. Jaguar's attempt to capitalize on Mercedes' viral moment provides interesting insights into competitive marketing dynamics.
This disparity in engagement highlights an important marketing principle: derivative content, even when clever, rarely achieves the same impact as the original. Ironically, Jaguar's response may have actually reinforced Mercedes' market position by drawing more attention to the original campaign.
Critical Lessons for Brands
1. Balance Entertainment with Brand Messaging
- Viral potential shouldn't overshadow core brand values
- Complex features need clear, compelling value communication
- Entertainment should enhance, not replace, product understanding
2. Brand Consistency Matters
- Even successful viral content needs to align with brand positioning
- Luxury brands can maintain their sophisticated image without losing their creativity and sense of humour
- Innovation in advertising shouldn't compromise brand identity
3. Competitive Responses
- Response campaigns need strong independent value propositions
- Timing and execution are crucial for competitive marketing
- Simply riding on a competitor's success rarely yields equal results
4. Ethics and PR
- Mercedes' transparency about animal welfare (the chickens were well-cared for and even laid eggs during filming) added positive PR
value
- Ethical considerations can enhance campaign success
- Behind-the-scenes positivity can create additional marketing opportunities
Conclusion
The Mercedes "Chicken" advertisement represents both the opportunities and challenges of viral marketing in the luxury sector. While it achieved remarkable reach and engagement, it also raises important questions about brand alignment and value proposition communication.
For marketers, this case study demonstrates that viral success alone doesn't guarantee effective brand communication. The key lies in finding the sweet spot between entertainment value and brand message - a balance that becomes increasingly crucial as brands compete for attention in the digital age.
The campaign's legacy serves as a reminder that even highly successful viral content should be evaluated against broader brand strategy goals. As the consumer industry continues to evolve, maintaining this balance between innovation in marketing and brand consistency will become ever more critical for success.
Curious about the Mercedes chicken ad versus the Fujifilm ad? Watch them here for yourself:
- Mercedes
- FujiFilm
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
https://digitalsynopsis.com/advertising/mercedes-benz-chicken-magic-body-control/
https://www.campaignlive.co.uk/article/mercedes-chicken-crowned-best-car-ad-year-auto-express/1303871
https://www.caranddriver.com/news/a15368820/mercedes-benz-chicken-magic-body-control-commercial-a-pluckin-rip-off-the-ad-section/
https://www.linkedin.com/pulse/mercedes-benzs-chicken-ad-dancing-feathers-stability-yash-dixit-9mk3f
https://blogs.ubc.ca/ian0623/2013/10/10/mercedes-benz-magic-body-control/
https://www.branding.news/2020/11/05/tbt-whats-the-resemblance-between-a-mercedes-car-and-a-chicken/
https://www.campaignlive.co.uk/article/mercedes-uses-disco-chickens-prove-driving-comfort/1213633
https://economictimes.indiatimes.com/mercedes-benz-new-campaign-demonstrates-chickens-steady-head/articleshow/23768861.cms
https://www.cars.com/articles/jaguar-spoofs-mercedes-chicken-ad-1420663037124/
The Evolution of the 7Ps: Timeless Wisdom in the Digital Age
After decades of witnessing marketing trends rise and fall like tides, one truth remains constant: the fundamentals remain while the methods evolve. In an era where artificial intelligence, social media, and digital transformation dominate business conversations, the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—continue to serve as our compass through the stormy seas of digital transformation and evolution.
The Foundation: Ancient Wisdom Meets Modern Reality
Like a well-designed blueprint, the 7Ps were developed as an extension of the original 4Ps to better address the service industry's needs. Today, these principles aren't just elements of a framework; they're the pillars upon which all meaningful market connections are built, providing a comprehensive structure for developing and executing marketing strategies, regardless of whether you're selling physical products, digital services, or hybrid solutions.
The Digital Metamorphosis of Each P
1. Product: From Matter to Mind
Then: Focused primarily on tangible features and benefits
Now: Where once we crafted tangible goods with our hands, we now shape digital experiences with our minds. Products constantly evolve with each user interaction, encompassing:
- Digital products and SaaS solutions
- Hybrid offerings with digital companions
- Data-driven development cycles
- Real-time customer feedback loops
2. Price: The Art of Value Exchange
Then: Traditional pricing models based on cost-plus or market-based strategies
Now: Pricing has transformed into a sophisticated dance of algorithms, propensity and psychology, featuring:
- Dynamic pricing powered by AI algorithms
- Subscription-based models
- Freemium strategies
- Microtransactions
- Real-time market response capabilities
3. Place: The Infinite Marketplace
Then: Physical distribution channels and retail locations
Now: The marketplace has transcended physical boundaries, becoming an omnipresent reality where digital and physical realms intertwine:
- Omnichannel presence
- E-commerce platforms
- Mobile apps
- Social commerce
- Seamless online-offline integration
4. Promotion: The New Storytelling
Then: Traditional advertising and marketing communications
Now: We've moved from monologue to dialogue, from broadcast to conversation:
- Content marketing and storytelling
- Social media engagement
- Influencer partnerships
- Personalized digital campaigns
- Data-driven optimization
- Community-driven narratives
5. People: The Human-Digital Symphony
Then: Focus on staff training and customer service
Now: Every digital touchpoint must be imbued with human understanding:
- Virtual assistants and chatbots
- Social media community managers
- Influencer partnerships
- Technology-augmented human support
- Community building
6. Process: The Hidden Architecture
Then: Standard operating procedures and service delivery protocols
Now: The processes that once lived in dusty manuals now flow through digital veins:
- Automated workflows
- AI-driven decision-making
- Data and AI-powered customer journeys
- Real-time adaptability
- Seamless integration
7. Physical Evidence: The Digital Gateway
Then: Store layout, branding materials, and physical touchpoints
Now: Every interaction builds trust in an increasingly virtual world:
- User interface design
- Website experience
- Mobile app functionality
- Digital brand presence
- Virtual and augmented reality experiences
The Impact of Modern Technologies
The true power of modern marketing lies in how we weave together four key technological advances:
1. The MarTech Ecosystem
- Marketing automation platforms
- Customer relationship management systems
- Analytics and reporting tools
- Attribution modeling
- Integrated tech stacks
2. The Data Symphony
- Real-time customer insights
- Predictive analytics
- Behavioral tracking
- Performance optimization
- Pattern recognition
- Business and consumer intelligence
3. The Platform Paradigm
- E-commerce integration
- Mobile-first approaches
- Cloud-based solutions
- API ecosystems
- Cross-platform and omnichannel consistency
4. The Social Fabric
- Community building
- User-generated content
- Influencer partnerships
- Social commerce
- Digital word-of-mouth
Looking into the Marketing Horizon
As we stand at the crossroads of tradition and innovation, remember this: while the tools will continue to evolve, the principles remain eternal. The successful marketers of tomorrow will be those who can honor the wisdom of the past while embracing the possibilities of the future.
The future will likely bring further evolution as technologies like augmented reality, virtual reality, and artificial intelligence mature. However, the 7Ps aren't just a framework – they're a lens through which we can understand the eternal dance between business and consumer. As we venture into new frontiers, let these principles be our north star.
The key to success isn't just adopting new technologies—it's understanding how these innovations can be integrated into a comprehensive marketing strategy that addresses all seven Ps in a cohesive and customer-centric way. In marketing, as in life, the more things change, the more we need to stay grounded in fundamental truths.
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Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.