This new Mercedes slogan “the best or nothing” appears in this commercial, where Mercedes catches up to its German rivals Audi and BMW in terms of one-line, catchy slogans. It’s not clear though, why they dropped “unlike any other” to be replaced by something similar but perhaps less memorable.

While part of an overall product offensive over the next year, the new campaign doesn’t push any particular product. The commercial is one for Mercedes history and company image. Interestingly though, Mercedes has decided to replace its “Ihr gute Stern auf allen Straßen” in German (roughly, your good star on every street), abandoned a few years ago, with an English slogan.

Audi is still currently using its “Vorsprung durch technik” and BMW its “Freude am Fahren”; although they both have English equivalents they are still recognisable in German as well. Volkswagen probably has the simplest and most memorable with “Das Auto”. You can’t get much plainer than that.

(no votes)

1 comment