green Mercedes-Benz car

Playing With Feels: What Is Mercedes-Benz Advertising Magic?

"The best or nothing" 

Mercedes-Benz is the world’s luxury automotive brand. Despite the ongoing COVID measures, semiconductor time lagsand logistic bottlenecks, Mercedes increased sales by 17% worldwide. According to the annual report, the brand delivered 540,800 passenger cars to customers and achieved a rise in Top-End and Battery Electric Vehicle sales in 2022!  Someone explains the reason is the robust demand, but the inner cause lies more profound. The German brand holds the lead with the promotional campaigns. Mercedes-Benz advertising resembles more the art of creating an image or the marketing magic. Their messaging captures your attention with special advertising techniques they use and plays with your feelings, driving your interest in their cars.

If you’ve never had experience driving a Mercedes car, you still feel like this car is one of the best. Even if better cars are in the market, your first impression of Mercedes was already created. It is magic because it changes your mind. The ideas they translate through commercials affect the audience most effectively for a reason. It plays with your feelings and changes you after as a result.

You can’t ignore Mercedes-Benz advertising. 

 Mercedes-Benz is part of Daimler AG. The brand spends over $100 million yearly on digital, print, and national TV advertising. The automaker invested in premium ad units and advertised on over 250 different Media Properties across multiple Media formats in 2022. TV, Youtube, websites, radio, prints: you most likely meet the Mercedes online or offline.

The commercial of the AMG-GTR in “Beast of Green Hell” with F1 driver Lewis Hamilton is one of the most beautiful promotional of the past decade. 

Their ads capture the attention as they often feature sweeping shots of their cars driving through beautiful landscapes. It is a technique to use the visuals to enhance the story. The visuals add to the ad’s overall aesthetic and help showcase the brand’s luxury and quality. 

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Mercedes has allocated roughly $67.3m to national TV commercials in 2021 and $83.8m in 2022.

The budget allows them to invite famous singers, actors, and athletes to attract people’s attention, like in one of their last advertising campaigns, “Enjoy Electric” with the Weekend. 

“Mercedes-Benz electric EQC. It’s more than electric. It’s a Mercedes.” 

They emphasize, “Enjoy electric,” like it is scarce that you just can’t ignore, even if you have no idea what electric cars are.  

Mercedes cars
Photo by Christian Wiediger

It sticks your mind up with the brand’s philosophy.

The case is about details, in which you can find unique brand identification. 

Mercedes’s philosophy is about luxury, but it is not about money directly. In their view, luxury is a rarity and value that goes beyond fashion trends.

The concept of the brand in cars focuses on the following:

• Innovation.

The automaker is constantly developing new ways to exploit its technology potential. 

• Performance.

 Mercedes car combines all facets of performance to establish vehicles beyond the specifications list.

• Design.

The brand combines art and technology to create visionary vehicles from top to bottom.

• Safety. 

Mercedes-Benz develops new technologies that help to prevent and prevent traffic accidents.

Mercedes-Benz coupe on asphalt road near concrete building
Photo by Meik Schneider

However, Mercedes Benz’s identification hits emotional, authentic experiences. That feelings company delivers through all types of advertisements. It hooks the people.  

You can find it in each of their advertising campaign slogans:

  • “The best or nothing” 
  • “Engineered to Move the Human Spirit” 
  • “Mercedes-Benz: The Future of the Automobile”
  • “Unlike Any Other”
  • “This is for you, world.”

Mercedes brand’s philosophy comes in detail.

The advertising campaigns of Mercedes-Benz are thought out strongly enough. The words, the colors, and the shots are inspired by a passion for luxury and the best life. 

The “The best or nothing” slogan was created in 1902; we guess it came from “All or nothing,” which means only the best and describes the brand a lot. The passion for quality made Mercedes one of the world’s most successful and respected automotive companies for over a century.

It is hard to confuse Mercedes with others. The automaker has kept its philosophy, ideology, and psychology. Look at the firm colors and branded speech which covers all types of scenes in the “Outrace yourself” commercial with current F1 drivers Lewis Hamilton and George Russell. It’s influencing and hypnotic.  

Interesting fact:

The iconic silver look of the legendary Silver Arrows in racing was a fluke. In 1934 a brand new Mercedes-Benz W25 car was painted to tie in with international auto-racing colors. It was green for the British, Blue for France, and white for the German vehicles. But, the day before the race, the team got out with W25 to exceed the weight limit of 750 kg. With a decision, they strip the car of its white paint to reduce its weight. The silver bodywork underneath had become the branded racing color of Mercedes.

It captures your mind with a strong ideology. 

What is unique about Mercedes compared with the others? Their marketing staff knows everything about the power of the brand first. Second, they are passionate about it. Every Mercedes-Benz advertisement translates these fundamental feelings through each commercial. That is how magic is born. 

Mercedes-Benz was the first.

Karl Benz introduced the first petrol car in the world. He patented his three-wheeled automobile, “Motoragen,” in 1886. His wife, Bertha, was the first woman to take the car out for a 130-mile tour ride. 

They filmed the story in Mercedes’ commercial “Bertha Benz: The Journey That Changed Everything.
Such powerful storytelling is one of the strongest sides of Mercedes’s advertising campaigns. The brand uses the technique of creating a narrative arc to connect with its audience emotionally.

As a result, the manufacturer engages their audience and keeps them interested in the story. Also, it allows Mercedes to showcase the features and benefits of their cars in a way that feels natural and organic to the story.

The hidden sense of Bertha Benz’s commercial is that Mercedes is the first with the best, or the best to be the first – the brand defined the idea of a luxury vehicle. They come with the best technologies to be the first and come first with the progressive technologies in their cars to provide maximum comfort. They know it; talk about it to captivate your attention as a potential customer. And it works.

Mercedes-Benz advertising
Photo by Jannis Lucas

Mercedes advertising makes you feel confident.

From ad banners, Mercedes cars are looking at you with true confidence. 

The brand arises with confidence as much as they even do not need to film their vehicles in all commercials. Thus, chickens were central in the “Mercedes-Benz Intelligence Drive” advert. 

The manufacturer’s marketing staff dares to use dark humor jokes, like the promotional of E-Class W212 in the “Sorry” commercial. It is because the brand glows with confidence.

Such advertising method labels the emotional connection. Mercedes-Benz understands that you buy more than just a car based on its technical specifications; you buy a vehicle based on how it makes you feel.   

Whether you have millions of dollars in your bank account or just a thousand doesn’t matter. The feelings are the same. Mercedes-Benz inspires trust and optimism for the future. It’s like, “Hey, no matter how bad you are, everything will be fine, trust” – this type of confidence the brand delivers. This emotional connection is a powerful tool in driving sales and building brand loyalty.

Mercedes-Benz King of city jungle

It makes you feel unlike any other.

What about the Mercedes competitors like BMW and Audi? Audi has been holding a top-quality manufacturer for many years. BMW maintains the number one position in the global premium car sales segment. Mercedes doesn’t deny competitors; instead, they directly explain why Benz cars are better. They describe it in detail and long, like in the AMG performance commercials.  

So, no one claims Mercedes cars are the best, but the advertising plays with your feelings that you start believing you can touch something rare and unique, to a treasure that will make you better and more valuable. That was translated through the most extraordinary Mercedes-Benz advertising campaign, “King of city jungle.

The same feelings have been disclosed in the “Essentially at its best” commercial advertising of a Mercedes S500. 

It doesn’t matter what model you prefer, because any Mercedes car will make you into your better version at its wheel. That is what Mercedes-Benz advertising promises and their automobiles do. You may find the entire topic on Quora: “When you drive a Mercedes, you feel different.” It makes no sense whether the autosuggestion or actual facts stand behind this because it works. 

Mercedes-Benz advertising
Photo by Samuele Errico Piccarini

Mercedes-Benz advertising drives your feel to cars as your alter-ego.

In the advertising, the automaker endows the cars an extraordinary intellect, senses, feelings, and even more – emotions. And that is the other side of emotional connection through advertising. 

In the 2018 commercial A-Class, they say Mercedes is like you: “Yes, it is a car. But a car that is a little more like you.

They mean that the Mercedes car is more than just a luxury car; it has a character like you. They emphasize, “It thinks like you.”

Since then, your feelings about Mercedes-Benz have changed because you’ve started to think about it not as a cold machine but as someone like you. “It is better than a car; it is someone like me.” 

The effect is increasing in advertising like the “Care for what matters” commercial of S-Class with Lewis Hamilton and Alicia Keys. Here Mercedes knows your problems and weakness. They say – “No matter who you are. Care for what matters. S-Class looks after you and others.” 

So, it already is not a car, but it is a fellow, a friend, someone like you, but better. 

It plays with your inner instincts.

Why are we on a hook with it? Simply, Mercedes-Benz advertising is playing with people’s inner instincts. 

In 1943

Abraham Maslow first introduced the hierarchy of needs or Maslow’s pyramid. The ranking places physiological needs at the bottom, followed by safety, belongingness and love, esteem, and self-actualization. Maslow believed these needs are similar to instincts and play a significant role in people’s lives.

The need for recognition is the cornerstone of self-esteem and impacts your life instinctively. Everyone wants recognition because they live in society. Therefore, everyone wants to be better than others.
That is where the Mercedes promotional play with your mind artfully. Someone explains it is psychology, but I call it magic.

The “Best to Impress” campaign is how well brand advertising connects with your inner voice. They know your deepest secrets and desire to be powerful, popular, and influential. And you will make your wishes come true at the wheel of Mercedes-Benz. In the advertising campaign, even the feeling of desire comes true with slow-mo and is displayed well enough.

It captivates different ages.

In a time of social inequality, why is Mercedes-Benz as a brand successfully finding responses from an audience of several income, status, and life views? 

Throughout the automaker’s history, its target audience has always focused on upper-class individuals above 40. A few years ago, they successfully switched the focus. Mercedes-Benz’s target market includes young people, but why can it be?

The key is young people’s aspirational values changed dramatically. Today more young people strive for financial independence first and luxury second. 

mercedes-benz advertisement analysis
Photo by Redd F

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A professor emeritus and former chair of psychology at Concordia University, David Bredehoft Ph.D., explains that youth today desires to be wealthy, famous, and have an image. Imagine that according to UCLA’s annual survey, almost 75% of freshmen say they go to college to make more money. 

And Mercedes Benz’s advertising taps into aspirational values. By showcasing the luxury and quality of their cars, they appeal to consumers who respect status and prestige. Moreover, German brand advertising centers on adventure, freedom, and success themes to capture the youth.

Interesting fact:

Despite the average price of a Mercedes car of $50,000 depending on the country, Mercedes-Benz retains its position as the only European brand and luxury brand in the automotive sector in the top 10 of the 100 “Best Global Brands” for the seventh consecutive year.

mercedes-benz advertisement analysis
Photo by Sara Kurfeß


Advertising is a power to manage people’s minds and emotions. In the right hands, it is a forceful tool to act people in the right way for a company and to drive sales. 

German automotive brand Mercedes-Benz is passionate not only about the quality of its cars but also about its marketing campaigns as well. Mercedes took the best of its: strong brand, ideology, philosophy, and incredible history and translated it through its advertising campaigns.

The brand’s advertising is magic because people with entirely different several incomes, statuses, and life views are inspired by Mercedes cars. 

Despite the negative effect of the advertisements, there are positive sides too. Even Mercedes-Benz advertising is hypnotic; it plays with your feelings well. It inspires, motivates, and makes you dream of being better. Moreover, it also drives you to be more influential and get a better job to make more money and buy a real luxury car. The rest is history.