Considering that boomers are the group most likely to consider purchasing a luxury vehicle, the iconography in Mercedes-Benz's 'Built to Be Wild' ad makes perfect sense. The ad features Peter Fonda, one of the biggest film actors of the 70s and the star of 'Easy Rider', a film that came to be synonymous with the attitude, style, and beliefs of the Baby Boomer generation.
To be sure, the Built to Be Wild ad isn't just a rehashing of the biker ethos established in Easy Rider. Rather, it recognizes just how far Boomers have come. The ad opens with a parodic portrayal of stereotypical bikers drinking, arm wrestling, and playing pool in a roadside bar. Those goofy characters get their bikes blocked in by a fancy car, only to discover that it's driven by their hero, Peter Fonda himself.
Biker-Lambasting Car Ads
Mercedes-Benz's 'Built to Be Wild' Ad Features Peter Fonda
Trend Themes
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Luxury Vehicle Marketing with Boomer Iconography — The use of Baby Boomer icons in luxury vehicle marketing may attract the biggest group considering purchasing such vehicles.
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Parodic Approach in Advertising — Humorous and parodic elements in advertising can reinforce a message and enhance viewers' recall.
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Adaptive Nostalgia Marketing — Adaptive nostalgia marketing, which acknowledges the changes in established generations and their values, can appeal to older audiences while still feeling fresh and relevant.
Industry Implications
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Luxury Automotive — The luxury automotive industry can use Baby Boomer icons in marketing campaigns to appeal to a demographic seeking luxury vehicles.
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Advertising — Humorous and parodic elements can enhance messaging in advertising, making it more memorable and effective.
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Marketing and Branding — Adaptive nostalgia marketing can be a powerful tool in marketing and branding strategies for products targeted at older audiences.