Mercedes Benz: Saying no to sleaze

Pradon Sirakovit and Ketaki Cadambi

Campaign details

Brand owner: Mercedes Benz Thailand Ltd
Brand: Mercedes Benz
Agency: Lowe & Partners, Thailand
Country: Thailand
Channels used: Events and experiential, Public relations
Media budget: Up to 500k

Executive summary

This is a case about refusing to adhere to the norm. About choosing to swim upstream, rather than go with the flow.

In 2011, Mercedes Benz wanted to celebrate its 125th anniversary at the Bangkok International Motor Show (BIMS). But, regrettably, the auto industry in Thailand uses sexy women to sell cars. Thousands of men focused their attention on cleavages, as the industry spoke to them through their pants.

As a brand of substance, Mercedes Benz wanted to appeal to their brains. The task was deceptively simple at first, but on closer inspection, the campaign team realized that almost nothing could compete with a gorgeous, scantily clad woman. Almost.