Wow, what a beautiful spot! Not just great a conception, but
marvelously executed photography, CGI, After Effects-style effects, etc. Nice
job all around! So many car commercials are so boring and have so much the same
everything as so many others. (Even the same stretch of road was the same for
many years!) But lately, there have been a few really killer automotive ads on
television. Great job, whoever is doing them!
But there is something about this slogan that is perhaps a
bit questionable: “The Best or Nothing.” Do they mean that it will be their
best car possible, or they won’t release it for sale to the public? Or do they
perhaps mean what it really sounds more like it means: If you can’t afford the
best car (That would be a Mercedes Benz, according to them, I’d be willing to
bet…), then you shouldn’t be allowed to have a car. Or maybe you just shouldn’t
even be allowed to drive at all if you don’t have the best car. (Maybe that
will be a new law soon? They just have to give enough campaign contributions,
and it could become a reality in the United States! Plenty of other unreasonable
laws got passed that way…)
The truth is, I cannot find the TV spot I’m looking for to
demonstrate my criticism of this slogan, as it works reasonably well here. But
rest assured that there is an ad, nay an entire TV campaign, that makes that
slogan sound more like a snobby repudiation of everyone who doesn’t drive a
Mercedes, rather than a promise of quality. Or at least that’s how it sounds to
me and to other people I know who have seen those ads.
Here is the spectacular spot:
