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The National Advertising Division of the Council for Better Business Bureaus has publicly stated that Mercedes-Benz should remove a commercial for its GL-Class full-size SUV that shows the vehicle ramming a crash sled and repelling it. Despite the fact that the ad in question contains a disclaimer tag at the bottom of the screen that states actual side impact tests incur "significant" body damage, the NAD thinks consumers might not get the fact that Mercedes is using hyperbole to demonstrate the GL's abilities.

The NAD must figure we're all scarecrows on our way to the Wizard for a brain, and until we get one it's their job to point out the obvious for us. We'll lay it out for the NAD so it doesn't have to worry about gullible consumers: the GL-Class can't repel side impact barriers, can't set slalom cones on fire, and can't swallow an entire home's worth of furniture. The only thing the NAD has shown by creating this issue out of nothing is that it's as dumb as it thinks we are.

[Source: BrandWeek via eMercedesBenz]


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  • 23 Comments
      • 9 Years Ago
      The NAD didn't object to the VW commercial of a Taureg towing an airstream camper did they? As I remember, it was a customer that sued them for false advertising when they broke theirs trying the same thing. That commercial was not meant to be a joke, and was reeeally dumb. This one is silly, and anyone who falls for it should wear a shiny red helmet wherever they go.
      • 9 Years Ago
      I think the canoe one is obvious, but the others are more ambiguous. Perhaps with some new material, a car *could* be made to withstand that much force and *could* be made to pull that much weight. With everything together I obviously could tell it's a joke, but I agree with the others about it not being quite as tongue-in-cheek as it should be. Things in America are dumbed down way too much, but this time NAD has a point.
      • 9 Years Ago
      While the NAD is at it, they ought to look into the Burger King commeercials. I have never seen a chicken that big, let alone riding a motorcycle!
      • 9 Years Ago
      You have to wonder, WTF were they thinking?

      I realize all the claims made were ludicrous, but there wasn't enough tongue in the cheek there. Besides, the bogus crash test essentially casts doubt on REAL crash tests. It shows a huge lack of judgement on the part of the advertiser to even go there.

      --chuck

      • 9 Years Ago
      LIES LIKE TRUTH.

      If they had a good product in the first place they would not have to lie about it in an ad.
      It's like those Toyota pick-up ads.

      Simply bald-faced fraud. A small disclaimer is no excuse.
      • 9 Years Ago
      No, no, no! This is good! Mercedes is doing a good thing for the gene pool of humanity: people who are dumb enough to actually believe the hilariously exaggerated elements in this advertisement will go out and buy one and then wrap it around a telephone pole thinking it's indestructable. Perfect!
      • 9 Years Ago
      Funny, I'll grant, but poor taste.
      • 9 Years Ago
      The people that are too stupid to understand the obvious satire in these ads are most likely unable to afford the GL so there should be no problems. Stupidity like this should not be protected, it should be bred out of the gene pool.
      • 9 Years Ago
      I think the add was actually very good and quite funny. If some people r not brilliant enuff to differenciate between reality and a joke, they probably shud not drive neway.

      keep it up benz.
      • 9 Years Ago
      what about the toyota tacoma commercials they really can't withstand hurricanes or fall off a cliff unharmed? and ur tellin me that the scions don't transform into different paint schemes while you drive it? BUT.....the realistic vw car crash commercial was too violent?
      • 9 Years Ago
      Ask 10 SUV owners if their truck is safer than a car, and I bet you'll realize just how well ads like this fool people into really thinking they are better off in an SUV. I suspect the NAD isn't trying to protect _us_ (the readers of Autoblog, car magazines, etc...) but I agree with Tommy, if my Mother-in-law sees this enough times she'll start to believe it subconsciously.
      • 9 Years Ago
      makes sense---generally people driving big suvs have small penises or they are 4 foot soccer moms getting back at the world for being runts
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