Super Bowl LI: “Easy Rider” becomes Mercedes-Benz “Easy Driver”

Introduction Mercedes-Benz' advertising agency, Merkley and Partners, faced a difficult challenge in altering the public opinion of Mercedes-Benz cars through their Super Bowl ad. According to the Consumer Reports National Research Center (2014), Mercedes ranked seventh in the car market for overall brand perception and did not rank for performance. Consumers had a lackluster perception… Continue reading Super Bowl LI: “Easy Rider” becomes Mercedes-Benz “Easy Driver”