Posts Tagged ‘S-Class’

Below is a three minute video (Highway Star) that must have been a Mercedes-Benz promotion film for the “new” S-Class (W126 internal factory designation) that debuted in Germany in 1979 as a 1980 model and which debuted in the US in 1980.

The driver is a wealthy middle-aged German business man (the target customer) who drives his car to work, passing everyone on the Autobahn, enjoying the sun and wind in his hair when he opens the sunroof.  The camera lingers on the Mercedes three-pointed star more times than you can count.

At the end, he parks his car in an outdoor two level carpark.  There are lots of cars on the lower levels, but ONLY his Mercedes-Benz S-Class on the top tier. Subtle, but you understand the imagery. It’s the best and it has no equals.  That might have been true in 1979 as the big Mercedes really didn’t have any competition.

The background music is something else. It’s epic and heroic in tone, complete with heavenly vocals reminiscent of Wagner.  Hans Zimmer, the German composer of the background music “Chevaliers De Sangreal” (Knights of the Holy Grail), is mostly known for his film scores.  Born in 1957, this piece had to be one of his earlier works.

He’s super-famous these days, scoring such films as “The Lion King,”  “The Dark Knight,” and “Inception.”  In fact, “Chevaliers De Sangreal” was used in the 2006  film “The Da Vinci Code” starring Tom Hanks.

It’s nice to know that Mercedes-Benz, in all it’s German arrogant glory, thinks that the S-Class is the Holy Grail of cars and the owner is a knight.


Audi is spending some big bucks during the 2011 “Big Game” to try and convince younger buyers to abandon Mercedes-Benz because it’s the luxury brand favored by their old, stuffy (wealthy) parents – a dying breed of luxury buyers.  Audi would like you to believe that arch-rival Mercedes represents a “hollow status symbol” and an “outdated luxury tradition.”  Audi, of course, will help you avoid that mistake.

The video below is a fun tease for the actual Super Bowl ads and sets the tenor for the pitch.  It’s titled “Startled Smart” as a play on the “Scared Straight” concept where at-risk juvenile delinquents are brought to prisons to see what it’s really like being incarcerated in hopes that they lead a felony-free lifestyle.  The message: Don’t end up in Luxury Prison.

This prequel would never air during the actual game.  At three minutes long and a estimated $3 million for a prime 30-second spot on the 2011 Super Bowl broadcast, it would cost a staggering $18 million – and that’s just to the Fox.  Forget what it cost to actually produce the spots.