Viral review: Mercedes-Benz chickens get the web in a flap

Mercedes-Benz: bobbing chickens
Mercedes-Benz: bobbing chickens

Social video experts Unruly evaluate the latest viral campaign from Mercedes-Benz.

Mercedes-Benz - Chicken

Chickens may seem like an odd choice for a car brand looking to promote its latest product feature.

But when Mercedes-Benz wanted something visual to explain just how good its new 'Magic Body Control' suspension system is, the farmyard birds provided the perfect answer.

The reason is a quirk in the anatomy of chickens which means they can keep their heads still, even when their bodies are moving – the perfect analogy for a complex computer system which offsets the vehicle's movements for a smoother ride.

Add some classic disco music from Diana Ross and some gloved hands to move the chickens in time with the music and you have pure internet gold.

Predictably, the web has been in a flap about the new 53-second ad. Since its release last week, the commercial has flown up the Unruly Viral Video Chart after racking up an incredible 350,000 shares and 3.8 million views – a staggering share every 11 views.

It’s not hard to see why. Watching the gyroscopic heads of the chickens staying comically static while their bodies ‘dance’ is not something you are likely to forget in a hurry.

In fact, you would need to have a severe sense of humour bypass to not giggle, regardless of how old or young you are.

Also, using the hit ‘Upside Down’ was a stroke of genius. Music plays a key part in the emotional appeal of any ad, and by going for an 80s disco classic – a big trend over the last two years - it not only makes its target demographic feel nostalgic, but also chimes with the ad’s sense of fun.

With Fuji and LG also making ads with chickens in them, could 2013 be the year of the chicken? 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer