lunes, 24 de julio de 2017

Mercedes-Benz gets all gooey about families. Sort of | MercatorNet | July 24, 2017 | MercatorNet |

Mercedes-Benz gets all gooey about families. Sort of.

| MercatorNet  | July 24, 2017 | MercatorNet  |

Mercedes-Benz gets all gooey about families. Sort of.

Its new advertising campaign shows what family failure looks like. And it's not pretty
Michael Cook | Jul 24 2017 | comment 

It would be easy, and cheap, to slam an ambitious new marketing campaign by Mercedes-Benz called “Grow Up”. Because its sub-text is that growing up means buying the latest GLA, a gleaming machine which retails for between US$34 to 50,000. 
The text in the video is richer and more complicated. What is growing up, anyway? These superbly acted vignettes show how complicated life is when Mercedes-Benz's target demographic, Gen X and Gen Y, doesn't follow the rules. Or better said, when they follow the new rule that you make up your own rules.
Perhaps the producers of the promotion believe that this is the way that life really is: messy, fractured, punctuated with moments of joy but mostly unhappy, sometimes violent. The ties of marriage and family make life worthwhile, but they are fragile and snap in an instant. One of the videos depicts a lesbian couple which has broken up, even though they want to remain friends, whatever that means. 
But the message I got was a desperate longing for stable mum-and-dad families. Even if you can afford that A-class you've always dreamed of, that life of yours isn't worth a bucket of warm spit without the love of a family.
Check them out. It's a brilliant series by the German agency Antoni GmbH. Here are three of them. More are on the way. 
Grow up: “Be a good parent”: a middle-aged man quits his job and tries to reconnect with his son. Where’s the wife/mother? What’s the meaning of work?
Grow up: “Settle down”: after a live-in couple breaks up, the guy wants to reconnect. And can’t.
Grow up: “Start a family”: After ten years a couple finally has a child. And it’s not easy. Especially when you’re not married. Especially when you don't understand commmitment. Especially when you don't know what fatherhood implies. 
Michael Cook is editor of MercatorNet 


July 24, 2017

Mercedes-Benz launched a advertising campaign earlier this year to promote its brand with Gen X and Gen Y. The cars are almost invisible in a clutch of beautifully produced videos about "growing up". Of course, the ultimate test of a being grown-up is always going to be owning a Mercedes-Benz, but the campaign aspires to be more subtle that that. It is about having a family as well as a Mercedes-Benz. Check out the videos in the article below -- they aren't cheerful or positive, but they place family squarely on the Gen X/Y agenda. 

Michael Cook

‘Travel agents of death’
By Vincenzina Santoro
Italy is being swamped by African migrants sent on their way by criminal gangs
Read the full article
Migration drives growth in the UK
By Shannon Roberts
The latest figures.
Read the full article
Mercedes-Benz gets all gooey about families. Sort of.
By Michael Cook
Its new advertising campaign shows what family failure looks like. And it's not pretty
Read the full article
How not to agree to clean public toilets when you accept any online terms and conditions
By David Tuffley
We readily agree despite having little idea about what we are agreeing to
Read the full article
How many safeguards do you need to make assisted suicide safe?
By Paul Russell
After reading the report to the government of Victoria, you realise that there can be no safe suicide
Read the full article
Jane Austen’s marriage challenge
By Carolyn Moynihan
We need to make the institution she celebrated great again.
Read the full article
In Japan sex isn’t so appealing
By Marcus Roberts
Which perhaps explains the baby shortage.
Read the full article
The Sufis: Islam’s anti-terrorists
By Robert Carle
Divine love is the antidote to jihadi violence.
Read the full article
The biggest issue of our time
By Marcus Roberts
Why aren't more people talking about demographic collapse in Europe?
Read the full article

MERCATORNET | New Media Foundation 
Suite 12A, Level 2, 5 George Street, North Strathfied NSW 2137, Australia 

Designed by elleston

Mercedes-Benz gets all gooey about families. Sort of.

No hay comentarios:

Publicar un comentario