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Piech Ripper: Mercedes-Benz throws Response Volley at Volkswagen

Gill June 2, 2010


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.

In the commercial, the man (read Ferdinand Piech) is holding a scythe (which by the way is the trademark grim ripper tool) and tries to crash the driver of a new Mercedes Benz E-Class right into a blockade of logs, cranes and debris.

An official comment from Mercedes-Benz goes as, “In traffic precarious situations can come unexpectedly: before you know it there is an uninvited passenger. But with the brake assistant BAS + in the new Mercedes-Benz E-Class you can even trick the reaper.”

Well, the back-story behind Mercedes-Benz and Ferdinand Piech began when the later commented that Volkswagen AG is preparing to take Mercedes-Benz head on, sometime in the near future. The commercial, therefore, seems to be the first response from Mercedes-Benz’s side.

By throwing the commercial volley at Volkswagen, they want to tell Volkswagen that they’re not afraid of them; even if the latter suddenly appears on their front passenger seat with a scythe in hand.

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Comments (2)

  1. Gil
    Great article. It is amazing across many industries how far advertisers will go. Maybe I’m simple, but this type of advertising helps brand the competition also.

  2. Thanks.

    Of course such commercial campaigns help increase brand competition. It’s amazing to see the creativity of marketing people.

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