Why Is Mercedes-Benz Waging An Ad War With Volkswagen?

To those ignorant about the recent developments in the automotive industry, the video associated with this post may seem very funny. To them it’s just a new funny commercial mocking the Grim Reaper’s failed attempt to snatch the life of a Mercedes-Benz E-Class driver. However, for true automotive buffs, the video represents the start of a new ad rivalry between, or should we say full blown attack, between the two German heavyweights, namely, Volkswagen and Mercedes-Benz.

Let’s get specific now, shall we. Mercedes-Benz posted a new commercial on May 27, in which the man playing the role of ‘Grim Ripper’ has an uncanny resemblance to Mr. Ferdinand Piech. The iconic man is the current chairman of Volkswagen AG’s supervisory board and was awarded ‘Car Executive of the Century’ award in 1999.


 

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Willis - 6/2/2010 4:34:38 PM

+6 Boost

Maybe it's just me, but that guy didn't remind me of Piech. He looks like a scary, older gentleman - and death is often portrayed in this fashion.

I work in advertising, to, and I didn't really find this commercial that good.

freeagent - 6/2/2010 4:55:58 PM

+6 Boost

not much of an ad war, 009

Agent009 - 6/2/2010 4:59:04 PM

-4 Boost

To those on the inside it is a jab.

Just the same as if a Steve Jobs look alike appears in a Microsoft commercial touting Windows 7.

Steve - 6/2/2010 5:34:07 PM

+4 Boost

009 wrote "...Just the same as if a Steve Jobs look alike appears in a Microsoft commercial touting Windows 7."

Nah. Piech is hardly a household name. Ditto with his likeness. I think we'd be hardpressed to find one in a hundred random people who know who he is. Not so with Steve Jobs.

There is nothing like making a mountain out of a molehill, or a great Conspiracy Theory.

ThierryHenry14 - 6/2/2010 5:12:39 PM

+2 Boost

Its not an Ad War when only one side is hitting out... wait until VW respond to it, then you have a little skermish... But its far from "waging an ad war"...

pushrod27 - 6/2/2010 5:32:04 PM

+2 Boost

funny commercial... the dude does resemble Piech, but it doesn't seem intentional. He's just a scary-looking, disturbingly smug old white guy. Perhaps Ferdinand Piech just looks like the grim reaper.

LexusKindaGuy12 - 6/2/2010 5:43:39 PM

+2 Boost

i dont see the connection.

rubenkincaid - 6/2/2010 9:28:25 PM

+2 Boost

Good luck with that. Was Hyundai mentioned here?

rubenkincaid - 6/2/2010 9:27:01 PM

+1 Boost

Not conclusive in the least.

nguyenvuminh - 6/2/2010 10:40:10 PM

+3 Boost

Sorry 009 but I don't see the ad war aspect to this because I don't see VW's retort (yet?). And even if VW does take it as an assault on their man-in-charge, I think it's a stretch. I'd rather take the ad at face value, i.e. there lurks danger on the road that can take your life but MB has features to warn you.