Mercedes plans to treat carbon emissions like horse droppings

By David Kiefaber on Wed Sep 1 2010

Mercedes-Benz, which recently featured long-dead guy Gottlieb Daimler in a commercial, is still wallowing in its past, judging by this new spot from German agency Jung von Matt. But they're getting better at it. The new spot compares the horse droppings of 1894 to the carbon emissions of 2010. I'm surprised no one thought of this before, actually. The two issues aren't exactly parallel, but they do illustrate the Faustian bargain of any technological breakthrough. Ours is slightly more complicated, and the debate surrounding it has gone almost completely off the deep end, but there are benefits and costs at every level of progress. By taking a broader view of history to provide context for its fuel-cell-powered, no-emissions cars, Mercedes comes out looking like both an innovator and a reliable cog in the gear system of time. Compared to other ads in this vein, which come off as insecure and nostalgic in a Sunset Boulevard kind of way, this is a big step up.

Mercedes-Benz fans, why limit yourselves to just an automobile?

Posted on Thu Jun 17 2010


It may stand to reason that if you drive a Mercedes-Benz car, you might also like to fly around in a Mercedes-Benz helicopter or Mercedes-Benz airplane, or rest your well-tended body on a Mercedes-Benz sofa. (Just don't call it a couch, for crying out loud!) Well, there's a new division looking out for you, Mr. or Ms. Mercedes-Benz Lifestyle Fetishist. It's called Mercedes-Benz Style, and it's already at work on a whole boatload of luxury items (boats, even?) that are intended more to market the carmaker's name than to rake in ancillary cash. It's not a licensing arm, in other words. It's more of a design house, where Mercedes will brainstorm its own branded goods and work with manufacturers to produce them. Hat tip to Wallpaper for this eye-opening Q&A with Mercedes exec Gorden Wagener and for getting quotes like this: "We are not profit oriented." Hey, it's crass to talk about money. 

—Posted by T.L. Stanley



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