The company has recently made a concerted effort to target drivers under 40 with a variety of marketing techniques. Perhaps the most prominent is the key placement of the new Mercedes GLK in this summer’s highly anticipated Sex and the City film. However, Mercedes is also continuing the push with a brand new series of commercials.
The three commercials are focusing on specific themes that are designed to appeal to younger drivers. The themes are “presence,” “attraction” and “ambition.” The first commercial, “presence,” has already been released. It stars popular actor Josh Brolin.
Brolin exploded onto the scene in the well-known 1980s classic, The Goonies. However, he is probably best known for his portrayal of Wild Bill Hickok in the television series The Young Riders. He has worked steadily ever since in TV and film as well as on stage.
The casting of a popular young actor in the first of the commercial series underscores Mercedes’ commitment to courting a younger audience. It has not yet been announced whether Brolin or another young actor will star in the remaining ads, but it seems likely that Mercedes will continue the theme.
With its environmentally friendly new vehicles and the great success of the entry-level C-Class, Mercedes definitely has the product to back up the new targeted marketing. In general, young drivers tend to look for excellent value, great fuel mileage and minimal impact to the environment, all wrapped up in a package that is considered hip and fun. If anyone can make life-long loyalists of today’s youth, Mercedes can.
If you would like to learn more about the Mercedes-Benz GLK, be sure to check out this month’s spotlight or stop by our friendly local dealership. We would be happy to answer any questions you have.
