Mercedes-Benz: A-Class – Are You Ready?

The Mercedes-Benz A-Class model was recently made available for pre-order in China. To raise awareness around the launch, the German car giant has created a campaign based on people achieving their dreams. The Chinese title is ‘A-Class逐梦先锋进行时 (A-Class zhú mèng xiānfēng jìnxíng shí)’ which roughly translates to ‘A-Class Pioneers are fighting for their dreams right now’.

The campaign website is http://www.areyouready.com.cn. It encourages people to become ‘A-listers’  by sharing posters of their dreams on the website, and by doing this they enter a competition to win various prizes. Dream submissions can be viewed here.

Below are the ‘pioneers’ at the forefront of the campaign. These are the people brave enough to make their dreams a reality. As Han Han once said, “Those who don’t have dreams are losers, but those who only have dreams are even bigger losers”

Zha Kexin (查可欣)

Charles Ke - Dream

Shen Jian (申剑)

Shen Jian

Mu-Yasi (穆雅思)

Mu Yasi

Ji Shisan (姬十三)

Thirteen Ji

Liu Yang (刘阳)

Liu Yang

Zhu Jingjing (朱津京)

Jin Jing Zhu

Credit to: Energy Source (China)

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  • I look at these commericals and I cannot help but think of the old Janis Joplin song, “Mercedes Benz”

    Oh lord won’t you buy me a Mercedes Benz.
    My friends all drive porsches, I must make amends.
    Worked hard all my lifetime, no help from my friends.
    So oh lord won’t you buy me a Mercedes Benz

    Oh lord won’t you buy me a color TV.
    Dialing for dollars is trying to find me.
    I wait for delivery each day until 3.
    So oh lord won’t you buy me a color TV.

    Oh lord won’t you buy me a night on the town.

    I’m counting on you lord, please don’t let me down.
    Prove that you love me and buy the next round.
    Oh lord won’t you buy me a night on the town.

    Oh lord won’t you buy me a Mercedes Benz
    My friends all drive porsches, I must make amends.
    Worked hard all my lifetime, no help from my friends.
    So oh lord won’t you buy me a Mercedes Benz

    Substitute load for party – and we have a recipe for disaster down the line…

    • Daniel Gilroy

      Thanks for sharing Matt :)

      • I aim please/sleeze when the moment requires it.

        • That should say, “I aim to please/sleeze when the moment requires it.”, too bad an instant spell checker cannot be invented for web browsing/posting.

          Quick comment to Dan and/or Fauna – while the national ad campaigns in P.R. China and/or Chinese themed ads around the world are nice – any plans to showcase ads being made in regional markets?

          I tend to find that some of the funniest ads, and some of the more creative on a small budget, come regional accounts. I still cannot shake the “royal throne” commerical for a sit down toilet maker that I saw in the Guangdong stations.

          • Daniel Gilroy

            Hi Matthew,

            Thank you again for your comments. Please keep them coming. With regards to your request for regional ads, yes where these types of campaigns are interesting and innovative – they will be posted.

            Indeed, the regional ads are often amusing, but often lack innovation and offer no more than a cheap laugh for readers. There is no prejudice towards these campaigns as on my previous blog regional ads were often referenced too.

            Do keep an eye out though, I will do my best to look into posting some regional ads soon.

            cheers,
            Dan

    • pervertt

      It’s aspirational marketing. Janis wasn’t immune to the efforts of Mad Men. But she had better taste and ended up buying a Porsche 356.

      • Mad Man

        Tom Doctoroff would be proud, right?

        • pervertt

          Absolutely, he would be.

  • Harrington

    I hope this new swag of ‘aspirational advertising’ is a reflection of Chinese culture shifting from “keep your head down and walk at the same pace as everyone else” to “raise your head a little, look around, and walk at the same pace as everyone else.” Baby steps.

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