Mercedes vs. Jaguar: When is Showing No Product the Best Brand Strategy?

Reading Time: 4 minutes

Jaguar went neon models. Mercedes went chicken. 

Neither ad showed product. One worked. The other had the lifespan of a crash-dummy test.

Jaguar’s recent ad campaign was a spectacle of neon-colored models. Where were the cars? What was the message? 

It felt more like a fashion show on LSD than a car commercial.

By contrast, Mercedes-Benz, nailed it with their chicken commercial over a decade ago. 

The difference in the success of these two ads comes down to three things:

1. Telling me a story that opens my eyes.
2. Changing how I view the world.
3. Surprising me on this journey

It’s precisely how I rebranded this expedition camper to turn it into a multi-million dollar brand (during the pandemic).

See for yourself how these premium luxury car brands approached the challenge.

Here’s Jaguar’s message:

Here’s Mercedes’ message:

608% Difference? Mercedes Gets in the Passing Lane

That’s how much more people search for Mercedes over Jaguar.

Even with Jaguar’s brief spike in traffic from their universally panned ad, Jaguar still achieved only a fraction of the search volume Mercedes consistently commands.

This chart below might as well say, “Neon chaos only makes our irrelevance more colorful.”

The Difference is Black and White (Not Neon)

The strategy is simple:

When introducing something NEW,

start with what people ALREADY KNOW.

Relate that familiarity to something they DON’T KNOW.

Three steps, not 15 blinding colors by eccentric models.

The Mercedes ad entertained and connected. With over 26 million views, it’s a great example of blending fun, functionality, and a clear message.

They showcased their Magic Body Control suspension system in a fun, clever way. The ad was smart, cool, and showed how they make our drive smoother.

Jaguar’s neon parade left people confused. Neon models might catch the eye, but do they scream “performance-driven luxury”? No.

Meanwhile, over a decade earlier, Mercedes-Benz absolutely crushed it with their now-iconic chicken commercial (without a single capture of a vehicle in their commercial). 

Mercedes turned what could’ve been a boring tech feature into a fun, clever showcase of their Magic Body Control suspension system. It was like saying, “Hey, we’re smart, we’re cool, and we’re here to make your drive smoother than a chicken’s head.”

The Mercedes “chicken” ad didn’t just entertain; it connected. Over 26 million views later, it’s still a shining example of how to marry fun and functionality.

Mercedes’ ad didn’t just rack up views; it boosted brand awareness and snagged Auto Express’s “Best Car Ad of the Year” award.

That’s like winning an Oscar and a Grammy in one night—an industry mic drop.

The engagement stats? Off the charts. Likes, shares, comments:

Mercedes was the life of the digital party while Jaguar barely got an RSVP.

Here’s the kicker: great branding isn’t about looking good; it’s about making customers feel smart for choosing you. Mercedes made their audience feel like geniuses.

Turning Specs into Spectacles

Mercedes turned a dry technical feature into a metaphorical masterpiece.

Jaguar left people wondering if they should visit a car dealership or a rave.

Even Jaguar’s parody of the chicken ad couldn’t escape its shadow. Instead of competing, it just proved how good the original was. Talk about free advertising.

Here’s the deal: if people don’t get it, they won’t buy it.

And if they don’t feel something, they won’t remember it. Branding that misses those marks is like a car without a muffler: noisy and distracting.

Your Checklist for Brand Leadership and a Smarter Brand Strategy

1. Show, Don’t Tell: Demonstrate your product’s unique value in a way that’s clear, relatable, and disruptive.
2. Be Memorable: Use humor, emotion, or curiosity to make your audience think about your brand long after the ad ends.
3. Prioritize Clarity Over Cleverness: Don’t sacrifice the message for aesthetics; form should serve function.
4. Highlight the Customer Benefit: Focus on how your product makes life easier, better, or more enjoyable.
5. Think Long-Term: Build campaigns that reinforce your brand’s strengths rather than chasing fleeting trends.

Jaguar’s parade of neon missed the mark, but Mercedes’ dancing chicken? That’s a branding clinic for the ages.

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