By Edward Niedermeyer
July 30, 2008
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Is This the World’s Most Unintentionally Hilarious Car-Related Video?
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July 30th, 2008 at 1:43 pm
Ahh, corporate propaganda.
July 30th, 2008 at 1:44 pm
“The Japs they just cry.” How PC is THAT?
July 30th, 2008 at 1:49 pm
Okay, Mr. Fabulous Hair Earnest Crooner, you can trash talk Audi and “Beemer”. But Volvo? Did the S80 hit on your girlfriend of something?
July 30th, 2008 at 1:50 pm
“to Audi bye bye”
hahahahaha that was too much…
Consolation: chick at 3:15
July 30th, 2008 at 1:50 pm
“Japs”?
I guess its a good thing Israel doesn’t produce cars. I can imagine how they would have described the Jews.
July 30th, 2008 at 1:52 pm
“The Japs they just cry.” How PC is THAT?
I guess it wasn’t enough for Chris Bangle to have his “white power” fetish all by himself.
Assuming that this is real internal PR, did anyone inform Daimler that “Jap” is a racist slur in two of their largest markets?
July 30th, 2008 at 1:52 pm
“Gone is the Beemer, Audi bye-bye/ We’re gonna win using C.S.I”
Ok, that’s just confusing…
“At Volvo they worry, the Japs they just cry/ But we are laughing due to C.S.I”
My head asplode. Why are the Benz Boys so obsessed with that show?
July 30th, 2008 at 1:53 pm
“At volvo they worry and the Japs they just cry…”
Does anyone have an email address for the Yakuza? I understand they’re particularly fond of the S-Class
[Now I remember why I have no interest in German cars.]
July 30th, 2008 at 1:53 pm
Ew! tacky. Could barely watch 1 minute of it.
July 30th, 2008 at 1:59 pm
Piece of scheiße.
July 30th, 2008 at 2:00 pm
This is a parody. No corporation would allow the word jap in an official promotional video. It’s probably the same deal as that suicide bomber vw ad.
July 30th, 2008 at 2:01 pm
Leni Riefenstahl never died, M-B just kept her frozen until they needed her to do coporate videos.
July 30th, 2008 at 2:09 pm
It’s like a racist emo band killed and ate U2.
So C.S.I. has something to do with obsessive polishing of a CLS?
July 30th, 2008 at 2:09 pm
ROFLMAO! Loved the comitment to crappy lyrics the singer showed. Also reminds me of the baywatch theme for some reason.
Please god let be genuine.
July 30th, 2008 at 2:10 pm
http://www.youtube.com/watch?v=D3oOmOzamv0
Fat guy, Dodge Stratus, Plummer Crack.
July 30th, 2008 at 2:11 pm
I always wondered what the earnest corporate jingle singing guy looked like - dork.
July 30th, 2008 at 2:12 pm
Who would have thought a storied German carmaker would come out with an unsettling ode to domination complete with vaguely fascist overtones and black-uniformed employees forming a human logo.
July 30th, 2008 at 2:12 pm
“This is a parody. No corporation would allow the word jap in an official promotional video. It’s probably the same deal as that suicide bomber vw ad.”
I dunno. For some reason “C.S.I.” sounds like some internal company vocabulary.
July 30th, 2008 at 2:13 pm
In Germany, the Urban music section is called the black music section. Some of their Halloween costumes would get you fired over here.
Germans don’t have the same racial/pc hangups we do and fairly often do stuff that would cause an uproar in America.
July 30th, 2008 at 2:13 pm
I’m speechless…what the hell is it (and I’m not talking about his hair)? This is beyond bad…I’m nauseous after watching that….
The only good part was the two young guys who appeared to be salesmen early on in the video….quite dapper, to say the least! Obviously they’re from Across the Pond because car salesmen here don’t look nearly that HOT!
July 30th, 2008 at 2:14 pm
Damnit M-B
doesn’t that musician know that when making hand gestures to the camera you’re never suppose to cover your face…
July 30th, 2008 at 2:16 pm
GM had a similar internal video from a few years ago. It featured the the song “Boys of Summer,” and it is replete with melancholy
July 30th, 2008 at 2:18 pm
I know Mercedes-Benz are desperate to get rid of their cash hoard (to avoid a takeover bid) but are they really THIS desperate to shed some of their cash?! If they are, may I suggest my bank account? Trust me, you can sling loads of cash in there! Be my guest!
Also, why did they choose that psuedo-emo band? I’m sure they could have got David Hasselhoff….
“IIIIIIIIII’mmmmmmmmmm…..hooked on an E-Class!“
July 30th, 2008 at 2:19 pm
I might believe the ad is a parody also except that the phony hip vibe is almost identical to the ridiculous Microsoft Rockin Our Sales video that escaped onto the web a few months ago.
July 30th, 2008 at 2:22 pm
“CSI” is Customer Service Index. It’s a JD Power ranking of dealer quality that JD Power assigns to the manufacturers.
If this is legit, it was probably made for the US dealers to show to their salespeople and staff. Mercedes must have a strict policy against hiring Asians.
July 30th, 2008 at 2:24 pm
Remarkable that this video ever made it out–although almost a parody, I suspect it was used/shown at an internal worker rally. It must have been meant to push the workers to perform even better (”reach number 1″), with the goal of staying on top of the Consumer Satisfaction Index (C.S.I.).
Any clue as to the age of the video? And wouldn’t it have been great to be a fly on the wall to see the reactions in the crowd? And even more interesting—is this REALLY the way MB views its competitors?
July 30th, 2008 at 2:26 pm
That is just awful in so many ways - I really can’t believe someone paid to have that produced.
July 30th, 2008 at 2:27 pm
There’s a clue to origin at 0:21, a purchasing contract identifying a Mercedes dealer in Norway.
You can be certain that this was someone’s idea of an inspirational video for a dealer meeting. Nightmarishly sad.
July 30th, 2008 at 2:27 pm
The Mercedes Benz Fight Song!
Harvard should find out who’s responsible and hire them in time for the next Harvard-Yale game.
July 30th, 2008 at 2:27 pm
Note to self: Don’t buy a Mercedes.
July 30th, 2008 at 2:30 pm
It must be an internal (though highly produced) joke
Aside of the Jap line, when you think of yourself as the market leader you don’t dwell on other makers. (read Marketing Warfare by Trout & Reiss). Which is, of course, why the big 2.8 are trying to ask you to compare their cars to the imports.
The only thing that the end was missing was everyone’s right hands in a Nazi salute.
July 30th, 2008 at 2:31 pm
Wow. Just wow.
July 30th, 2008 at 2:31 pm
I think this is an internal motivation video, instead as of a commercial.
But yes, it is blatantly racist and campy at times.
July 30th, 2008 at 2:34 pm
Now they just need a reality TV show to go along with this.
“Now let’s go out there and sell some cars!” LOL
July 30th, 2008 at 2:35 pm
They forgot to mention Trabant
July 30th, 2008 at 2:35 pm
It must have been meant to push the workers to perform even better (”reach number 1″), with the goal of staying on top of the Consumer Satisfaction Index (C.S.I.).
This could also be true. In addition to the JD Power CSI there is also an internal measure of CSI (those surveys you fill out after you buy a car or take the car in for service.) They use these to determine how much in bonuses are paid to dealers by the company.
For the next training meeting, they will be reenacting the Battle of Midway and the bombing of Hiroshima. Can’t wait.
July 30th, 2008 at 2:37 pm
Please see below.
July 30th, 2008 at 2:38 pm
That was the most butt-stupid piece of corporate baloney I’ve ever seen, and I’ve worked a bit in television production for corporations…
Man, Farago hit the nail on the head - “The Japs they just cry” is the most blatantly stupid and offensive thing I’ve seen in one of these rah-rah vids. They even supered in the text, just in case we missed it! Oh those Japs, they don’t stand a chance, crying in their sake… didn’t the term “Japs” come into popularity when the Japanese were aligned with Germany as a member of the Axis forces in WWII? Seems ironic to use it here.
Anyway, I hope that young singer now quits singing forever and stays out of the studio - if he keeps working after selling his soul like that we might just end up with a male Britney Spears.
July 30th, 2008 at 2:38 pm
It is not funny, but sad. My experiences with Mercedes’ service departments have been consistently horrible. Everything from no parts, sorry we spilled gasoline on your carpet, to we don’t care how much you paid for it, you did not buy it from us, so no loaner. Forgive my lousy syntax.
July 30th, 2008 at 2:48 pm
Don’t watch it if you are a diabetic. It is so sugary sweet. The U2 reference earlier is spot on (U2 circa 1980’s). They might make a good U2 tribute band.
July 30th, 2008 at 3:01 pm
detroit1701 posted a link to a GM corporate vid, and I must say that it was excellently done. It’s 100x more watchable and inspiring than that rock ‘n’ roll lesson in Professional Bullshitology. Again, allow me to take this time to rant about the incompetence of any and all management, not just in Detroit. Only an MBA could have spearheaded a project like this and signed off on it. “Yeah, can we have him give the ‘number one’ sign at the camera? We want this to be alternative (great job on the hair!) but also supportive of our managerial directives.”
July 30th, 2008 at 3:07 pm
im not sure how Mercedes got this idea of them selfs as the hip/emo/indie rock star company. Scion is going to be PISSED!
July 30th, 2008 at 3:07 pm
I love how it takes two guys to fill up the window washer fluid - no wonder their servicing costs so much.
July 30th, 2008 at 3:08 pm
With the repeated display of M-B heavy maschinen, I was lead to sing ahead to the chorus with “One goal, increasing emissions”.
July 30th, 2008 at 3:08 pm
“‘Big tour,’ he said. ‘Major label,’ he said. If I’d have only stuck with Olaf and the guys, we could be making millions. We were going places, man. What am I doing with my life? All right, snap out of it, here’s my cue…”
“NEW C-CLASS!!!!”
July 30th, 2008 at 3:16 pm
after i turned the sound off i thought the video was pretty cool.
July 30th, 2008 at 3:33 pm
How did they end up with this wedding-singer-wannabe? Were Jon Tesh and Milli Vanilla already booked elsewhere??? =)
July 30th, 2008 at 3:34 pm
OK, ‘Japs’ comment aside, what’s with all the damn recording studio shots? It’s a MB promo video and they keep cutting to the humans responsible for that atrocious song. Unless you’re going to crash a car through the wall and run those schmucks over, it’s irrelevant. Talk about putting the ß in Schieße.
Also, if you’re going to SHOW backup singers singing, at least bring them up in the mix a little more.
July 30th, 2008 at 3:36 pm
At least the workforce was nicely diverse, both young and old white guys work there.
July 30th, 2008 at 3:42 pm
It does look like an internal video to fire up the troops. But, as they almost always do, it’s more likely to make their employees laugh at them.
It is funny, but now I’ve got that song stuck in my head… Excuse me while I search YouTube for It’s a Small World.
And I agree: David Hasselhoff would have been a much better fit for this.
July 30th, 2008 at 3:45 pm
Those cheeseballs in the band really seem to be getting off on performing that song. The lead singer looks like Johnny Reznik of the Goo Goo Dolls, but they’re singing a rip-off of “Where the streets have no name”. I think it’s time for Bono to administer a beating for singing racist lyrics, stealing U2’s music, and just general douchey-ness. I know one brand of car I’ll probably never be buying!
July 30th, 2008 at 3:46 pm
This is the lovechild of the band Survivor with David “Don’t hassle the Hoff” Hasselhoff. This is absolute schit.
How many times do they show some corny shot of a wanker wiping the side of the car.
July 30th, 2008 at 3:57 pm
I didn’t realize until now that Mercedes Benz assembly-line workers wear business suits. That’s class!
July 30th, 2008 at 4:01 pm
I want my 4 minutes and 20 seconds back.
(BTW, was that Pauly Shore’s twin singing?)
July 30th, 2008 at 4:08 pm
I went on a Mercedes junket some years ago–can’t remember which model, maybe a new S-Class–but the Germans made what they thought was a hilarious film to kick off the opening press conference, and it featured a really lame Einstein impersonator, sort of a bad cross between a Harpo Marx and Charlie Chaplin, speaking English with a cabaret German accent.
“Einstein” examined the new car in the film and kept blundering onto features that he was supposed to think were brilliant, like rain-sensing wipers (a big deal at the time). You can’t believe how broad and bad the comedy was. The German journalists thought it was hilarious, the Americans sat there stunned.
I’m not much of a Denise McCluggage admirer, but I have to say that as the lights came back up, Denise grabbed a mike and amid the several hundred journalists and M-B execs, which included the very top people in the company, ripped them a new orifice by saying that she thought it shameful that the culture that had produced Naziism (and its cars…) should so thoughtlessly mock a German Jew who had to seek refuge in the U.S. The Mercedes people were very quiet.
Later in the junket, there was a big dinner in Ulm, Einstein’s birthplace, at an alfresco restaurant on the Danube. Who should show up as the evening’s entertainment but the actual Einstein impersonator from the film, who kept doing incredibly stupid things as part of his act, climbing on tables, kicking plates to the ground and the like, all the while yelling, “I’M AN AMEEEERICAN! I’M AN AMEEERICAN!”
We never knew whether they rewrote the act as an answer to Denise’s rant or whether it was just German humor.
July 30th, 2008 at 4:20 pm
Wow that GM video is depressing.
July 30th, 2008 at 4:59 pm
I recall several years ago seeing a Chrysler Ad for minivans that strongly hinted at wife swapping… it was pulled from the air faster than you can say Bankruptcy.
July 30th, 2008 at 5:06 pm
Anybody ever see a Mercedes semi-truck in the USA? Just curious…
July 30th, 2008 at 5:14 pm
To answer the question posed in the title: yes. The music is beyond cheesy…
July 30th, 2008 at 5:48 pm
Thanks for that additional case, Stephan. And kudos to Denise.
July 30th, 2008 at 7:29 pm
SacredPimento: Also, if you’re going to SHOW backup singers singing, at least bring them up in the mix a little more.
Yes, I noticed that the female singer was completely inaudible. In Mercedes’ world, women are seen and not heard.
July 30th, 2008 at 7:57 pm
Every corporation puts out stuff like that, only usually it is by the HR department promoting some sort of politically correct garbage.
Luckily, I have real work to do, so I get out of attending most of that sort of claptrap.
July 30th, 2008 at 8:05 pm
It doesn’t take much to see why that company has screwed so much up, down and sideways.
July 30th, 2008 at 8:27 pm
Great story, Stephan. Actually, I bet your stories would make a great monthly feature on TTAC. Maybe after a couple of years of stories you’d have the makings of a book?
Anyhow, besides the inherint racism, I see 2 problems with the video which, frankly, are rather telling about M-B:
1. The spell the index as “C.S.I” — leaving off the final period. This is why Lexus continues to beat M-B in every quality survey — they don’t make stupid errors like this.
2. The video mentions BMW and Audi (and even Volvo) by name, but lumps other competitors with that racist label. Hasn’t M-B figured out yet that Toyota, Nissan and Honda are fierce competitors — not just with M-B — but also with eachother?
Not knowing your toughest competitors is a basic strategic blunder.
July 30th, 2008 at 8:52 pm
I found this in the comments section of Autoblog:
This couldn’t possibly had been made by Mercedes.
It has to had been a spec initiative. Why? Well two reasons: (1) The previous generation S-Class in T.C. 2:58 as no business in this video that does not show any historical side of the brand (and a “previous generation” car is still to new to be historical anyway), and; (2) the end logo is a very old one (as of the end of 07, Mercedes-Benz had been using a 2D silhouette of the land, sky and see three pointed star). To the above I can add that despite any other criticism you can have for M-B, this company has never ever been known for bad taste and cheesiness, and there is plenty of both in this otherwise hilarious video.
Perhaps this is a hoax, like the VW suicide bomber commercial?
July 30th, 2008 at 9:01 pm
“This company hass never been known for bad taste and cheesiness”? Can I have some of that Kool-Aid, please?
July 30th, 2008 at 9:29 pm
Germans don’t have the same racial/pc hangups we do and fairly often do stuff that would cause an uproar in America
I’ve seen far more tasteless internal production (involving beating competitors over the head with an empty liquor bottle) from a major Canadian/American multinational corporation I used to work for long time ago. It was so disgusting, I had to walk out in the middle of it.
Leni Riefenstahl never died, M-B just kept her frozen until they needed her to do coporate videos.
I don’t think you have actually seen anything by Leni Riefenstahl. Her portrayal of the 1936 Olympic Games, “Olympia”, is still light years beyond the creative and aesthetic abilities of the hacks at NBC/ABC. And if you meant “The Triumph of the Will”, a British magazine The Economist stated in their September 2003 issue that it was that movie that “sealed her reputation as the greatest female filmmaker of the 20th century.”
There is a difference between mediocrity and greatness, even in propaganda.
July 30th, 2008 at 11:01 pm
Musically, it’s a great song. Key, timing, Melody, harmony, nice verse-chorus structure.
Too bad they wasted a nice opportunity with the lyrics.
Does anybody know the background on this, like who the band was, or if it was just a studio production? Is it really a ripoff of a U2 song as one poster says (I’m not a U2 fan, so I don’t know)? Is it a real song with real lyrics that one might be able to hear?
July 31st, 2008 at 2:47 am
I think I need to throw up now.
July 31st, 2008 at 3:09 am
Perhaps Mercedes commissioned a few agencies to do a corporate video concept. This video could be a pitch from one of the agencies, hopefully it was rejected. Aside from the obvious bad taste, the video doesn’t really seem aligned with Mercedes’ brand identity or corporate ethos. It’s too cheesy for even Chrysler.
July 31st, 2008 at 6:09 am
Mercedes…
What a waste of a car company. Just another reason to laugh at someone driving “it”. Number one? Please…
July 31st, 2008 at 8:11 am
Yes, Leni Riefenstahl would have made something much more persuasive than this drivel… kinda stinks of fascism.
Edit: And this after the glowing MB review just posted… hmm!
July 31st, 2008 at 1:30 pm
GF says this was made to fire up the sales team
and has nothing to do with marketing.
I didn’t make it through the first time. It does
get funnier the second time if you have the stomach.
Things do not bode well for the auto makers.
I had hopes that BMW and Mercedes would not take
the last nickel out of quality. After seeing
the new Corolla interior, I have nothing but despair
for the entire industry.
The Chinese will not buy Japanese, and now I see
the Europeans have no love for them either. I
hope the “Japs” eat them alive. Toyota, do something
about the handling and interiors of your cars and
redeem yourself.