But does it work?

‘Mercedes X-class bakkie advert… it’s not good’

Every week The Money Show’s Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” and/or “zeroes”.

This week, Rice critiqued an ad for the new Mercedes X-class bakkie.

He gave the ad a “zero”.

Rice laments the fact that the ad was lazily sourced for Europe (e.g. the bakkie drives on the wrong side of the road).

He also doesn't understand why there’s not a single reference to the “essence” of Mercedes, “the mother brand”.

For more detail; listen to the interview in the audio below.

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