11 March 2010

The Car Empire Strikes Back Again

This is brilliant "Car Empire Strikes Back" marketing from Mercedes. After watching it if I had to choose between sitting in a Mercedes or riding all sub-cultural like that - give me the Mercedes anyday.

As I highlight in my lecture Marketing Bicycle Culture - Four Goals to Promote Urban Cycling the car industry learned everything they know about marketing their products from the bicycle industry, which pre-dated them.

They have spent a century perfecting the art of marketing and now that they are faced with real competition - the rebirth of urban cycling - they are tweaking their adverts accordingly.

The acting in the above advert is abysmal, but the point is clear. It reinforces the misconception of urban cycling as being a lawless, adrenaline-based and sub-cultural pursuit. The smug tone is brilliantly devised and executed. It's a different approach than the Audi advert we've mentioned before, but it's still just as effective in the way it avoids featuring Citizen Cyclists and instead employs a caricature of a 'cyclist'.

I'd rather see a dapper gent happily cycling at a civilised pace to work, like Michael Musto. Or a girl in a skirt. Or any damn regular citizen.

Unless we start learning from the car industry's marketing brilliance, as they once learned from the bicycle industry, the battle is lost before the foot hits the pedal. Marketing urban cycling for regular citizens like we market every other product - positively. At every turn.

Begone fearmongerers and nanny-state PSAs. Let's sell this properly. For more liveable cities, for the public health, for The Common Good.