If you’ve come across this Mercedes-Benz ad recently, you might have paused for a moment. It was released by Mercedes-Benz on INTERNATIONAL WOMEN’S DAY 2023, and instead of cool car tricks or images of luxury cars chugging along, it’s a group of girls standing up and saying, “I don’t want to be the only woman.” The advertisement uses straightforward language to address the sensitive topic of gender bias. Although it appears to be a genuine demand for affirmative action, do you also wonder if the brand is really behind this push for change, or is it a clever marketing ploy?
This Mercedes-Benz commercial grabs the viewer’s attention from the very beginning through a series of subtle and impactful shots. The central scenes of the ad include the girl’s voice in a male-dominated lab, on a racing track, and in everyday but symbolic scenes such as a classroom. Not only do they refer to specific occupational fields, but they also hint at the deep-rooted gender bias in society. But in advertising, these symbols are given a new meaning – they become tools for breaking through gender boundaries.
It is also notable for its use of color. The symbolic change from “ordinary to extraordinary” is visually represented by the color transition from the girl’s blue and white school uniform to the vivid red of the racing outfit. The campaign’s emotional impact is increased by the design, which furthers the idea of women working to overcome obstacles.
The Commodification of Feminism
The ad is apparently about feminism, but it’s actually a very smart branding strategy. As Sarah Banet-Weiser describes in her concept of “popular feminism,” empowerment is packaged as a commodity, making the brand appear more “edgy” and “progressive.” With the idea of gender equality, Mercedes-Benz is not only trying to capture the emotional resonance of young consumers, but also trying to portray itself as a more socially conscious brand. This approach is undeniably clever, but it also makes you wonder: if empowerment is also being commoditized.
There is no denying that the advertisement has gained a lot of attention for Mercedes-Benz and captured a very hot topic at the moment. But the question is whether the “equality” mentioned in the ad is just a gimmick? Empowerment is not just about pretty pictures or loud slogans, it’s about whether the brand can actually put these ideas into action. If the concept of gender equality is not integrated into the corporate culture, for example, through practical measures to support women’s career development, or to provide more opportunities for women in the field of motor racing, then such advertisements may soon be regarded as “empty sentimental marketing”.
In addition to showcasing a lovely picture of gender equality, the Mercedes-Benz commercial successfully attracts a lot of attention because to its emotional story. However, its actual effect still depends on the brand’s ability to apply the concepts in the advertisement. The public will undoubtedly be suspicious of the brand’s true intentions if the campaign is only a formality; however, if Mercedes-Benz uses this as a chance to encourage real social change, it will be a successful example of turning “emotional marketing” into “social practice”.