Miss: Mercedes Benz – Fable
The first time this spot aired, one millennial in the group was excited to see it because he’d heard a lot of hype about it. “They were promoting it on ESPN radio all week,” he explained, adding how he’d heard you could cast your vote on Twitter for either #teamtortoise or #teamhare.
By the end of the commercial, he was less than impressed. “It was pretty predictable actually,” he said. “People were voting all along but [Mercedes Benz] wasn’t going to re-write the story. You know the tortoise was going to win.”
I loved the idea of Mercedes Benz promoting their campaign on multiple platforms, i.e. social media and radio. It’s even great that they encouraged user participation by the use of hashtag voting. However, as pointed out, the ad had a predictable ending.
If Mercedes were to air a similar spot in future Super Bowls, I’d recommend that they cast different subjects for the race, perhaps two different Mercedes car models. Users could still vote for their favorite car on social media, and the end result would be more of a surprise.