By now, we are all too familiar with the brand X versus brand Y strategy in many advertising campaigns. This same tactic has been used by luxury car makers like BMW and Mercedes Benz to launch an all-out war against their rivals, firing off the most clever advertising spiels. These wildly creative car advertisements have gone from friendly banters to sheer mockery. Here are some of the most epic battles to go down in the history of car advertising. Take note though that some of these didn’t come from the advertisers themselves but from their fans who went ballistic with Photoshop!
Mercedes Benz vs. BMW
Mercedes Benz took a jab at BMW and used one of its famous spiels in MB’s ad for commercial trucks. If BMW is designed for sheer driving pleasure, as its famous tag line says, Mercedes Benz claims that it can also offer the same thing (albeit for driving machines).
MB has used the Bimmer’s winning slogan for its own campaign. Now, that’s smart advertising!
BMW has also taunted Mercedes Benz in this jungle safari ad. The BMW X5 that’s painted as a fierce cheetah is seen hunting down the Mercedes Benz ML that’s clad as a zebra. BMW is out to say that it’s the superior road beast.
BMW tried to beat Mercedes Benz at its own game with a ruthless counter on its ‘Beat the Bends’ commercial (check out the video).
Mercedes Benz used a famous tale in Chapman’s Peak Drive as inspiration for a TV ad. This winding coastal road is notorious for car accidents in the area, such that 22 car wrecks were fished out of the water by a helicopter. Amidst the cleanup, a story surfaced about an Irish businessman in the ’80s who miraculously survived a wreckage without a scratch after he lost control of his Mercedes Benz and fell down the cliff.
BMW came up with a another version of the ad called ‘Beat the Benz.’ It hit Mercedes Benz where it hurts most with a provocative copy that says “doesn’t it make sense to drive a luxury sedan that beats the bends?,” along with a different ending to the story (watch the video here).
Audi vs. BMW
BMW and Mercedes Benz are not the only ones to pick up a fight. BMW also apparently took a punch from Audi with this taunting ad.
BMW fans responded with:
The war between Audi and BMW didn’t end here. Audi engaged BMW in another one-on-one with this billboard.
BMW then came up with a witty retort.
Shots went back and forth–though we’re not really sure if these came from the carmakers or their hardcore fans…
Source: Auto in the News
until BMW finished off the billboard war with this scathing outdoor ad:
Jaguar vs. Mercedes Benz
Mercedes Benz used a chicken in the promo to demo its Magic Body Control suspension system. As witty and entertaining as it could be, the TV commercial garnered a lot of buzz.
Jaguar then took this chance to get a piece of its popularity and mock the MB with a parody, with the Jaguar eating the chicken in the end.
A true sport, Mercedes Benz later on posted this on Facebook:
For the curious: https://www.youtube.com/watch?v=3PQS8SFWNQw
BMW vs. Jaguar
In a face-off, BMW used this picture to imply that the Jaguar is no match to the ultimate driving machine, as the jaguar on the edge of the hood turns away from the Bimmer.
BMW vs. Audi vs. Subaru vs. Bentley
BMW again came up with this jeering ad against Audi, using irony and mockery for the biting copy.
Audi retaliated with an equally clever ad, using the same weapon as its opponent.
Subaru joined in on the spat and took on both rivals.
Pardon us for the pic, but in the end, Bentley apparently had this to say: