We’re suckers for a good car television advertisement, so the Mercedes chicken advert at the end of 2013 was pretty cool. A chicken with it’s own built in gyro-stabilisation makes a great analogy for Mercedes’ active body control. It’s a good bet that there were chicken owners across the land trying this out, just to see how good their own bird’s abilities were.
And that was the end of it, until Jaguar picked up on the chicken advert with a little send up of their own. It puts the Mercedes chicken analogy in it’s place with the simple line, ‘We prefer cat like agility’. With a name like Jaguar, you really can’t go wrong when it comes to bragging rights on suspension and handling. This turned the whole thing into a Mercedes v Jaguar advert fight.
There’s always a fine line to tread when it comes to mentioning the competition in your ads. Be openly critical, you risk coming across as negative or defensive. But at the same time, you have product to sell, so you have to be sure that the benefits of your own brand win the argument. The Jaguar tongue in cheek ad works on several counts. The white coated guy with the faux-German accent is caricature German car engineer. And lets face it, chickens aren’t the most appealing of breeds when it comes to selling luxury cars. Place a stunningly beautiful Jaguar big cat in the frame, add in the hashtag #GoodToBeBad, some feathers flying across the room and you’ve got a winner.