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Home Case studies

‘Free at last’: BMW’s video on Mercedes CEO’s retirement is impressing people on social media

by Momanyi Benerd
May 29, 2019
in Case studies, Featured
4 min read
2
‘Free at last’: BMW’s video on Mercedes CEO’s retirement is impressing people on social media
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‘Free at last’, BMW trolls Mercedes Benz, shows CEO driving rival company’s car i8 Roadstar on his retirement day. However, the video also thanked Daimler CEO Dieter Zetsche for inspiring healthy competition.

In the video, a lookalike of Daimler CEO Dieter Zetsche was seen driving a BMW car, after he reached his home on the last day.

Competition between brands and a friendly banter online isn’t uncommon.  Recently, the trolling between two prominent car companies went to a whole new level when BMW hired an actor resembling Mercedes Benz CEO Dieter Zetsche to represent how after his farewell he picked a rival company’s car!

In a video going viral online released by BMW, the doppelganger of Zetsche is seen going about his last day as CEO of Mercedes Benz. The man is seen clicking selfies with numerous employees as he prepares to leave office. The video then shows him leaving the company in a Mercedes-Benz S-Class. However, on reaching home, the video shows the garage door opening and Zetsche driving a BMW i8 Roadster. And the ad’s punchline is “Free at last”.

The end of the video was also a beautiful tribute for Zetsche’s long contribution to the automobile world. “Thank you, Dieter Zetsche, for so many years of inspiring competition,” the message read.

Of course, Mercedes-Benz took this opportunity to reply. In a cheeky tweet, they not only had a great comeback but also did a little marketing by mentioning the company’s new electric brand that’s directly competing with BMW’s electric models. Parent company Daimler too joined the banter and thought Zetsche would have preferred a horse ride on his last day.

Retirement is when you can leave your past behind and embrace your future. 😉#BMW #Mercedes #Zetschehttps://t.co/S0njE4CNfp pic.twitter.com/wK1sLm2gS8

— BMW (@BMW) May 22, 2019

We guess our boss would rather rely on real horse power for his retirement ride. However, thanks for the tribute – and the competition! #Daimler https://t.co/zPqETZIFEs pic.twitter.com/O6w2gNzIuF

— Daimler AG (@Daimler) May 22, 2019

Zetsche’s been replaced by Ola Kallenius, and the company wrote on Twitter, it’s pretty difficult to fill in his shoes.

You have definitely left some mighty big shoes to fill.
Thanks for everything, DZ! @Daimler #MercedesBenz #TheBestOrNothing pic.twitter.com/gyMa0mnxQl

— Mercedes-Benz (@MercedesBenz) May 22, 2019

Old boss 🤜🤛new boss.

Hej, Ola! Ola Källenius has been appointed as the new @Daimler CEO. pic.twitter.com/ItmxOLOTzz

— Mercedes-Benz (@MercedesBenz) May 22, 2019

Netizens online loved the friendly competition and the video.

CEO of Mercedes
-Benze, Dieter Zetsche leaving after 49 years of service. BMW released this ad the same day. What do you think? Watch video below. pic.twitter.com/NgS8t2poYU

— Athi Mtongana (@Artii_M) May 25, 2019

You may think of German Autobauer what you will these days but this is well played. https://t.co/OpZTolxssS

— Jenny N. Crumbsey (@Crumbsey) May 27, 2019

@BMW this is classy, respectful and amazing. One of the best pieces of work I’ve ever seen.

— KJM (@ms_kimjm) May 28, 2019

What did you think of BMW’s video? Let us know using the comments section.

Tags: advertisingsocial media adsSocial Media in AfricaSocial Media Marketingsocial media marketing world
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Comments 2

  1. Kevin says:
    4 years ago

    So this is where Airtel Kenya picked up the crazy idea of half apple😂.. not even close.. anyways, the article is great. Quick question, should brands call on competition on social media? What’s your opinion

    Reply
    • Benerd Momanyi says:
      4 years ago

      Hi Kevin,

      We appreciate your sentiments…we are not convinced that Airtel picked that idea from BMW. Brands can “call each other” on social media as long as it’s not intended for lowering brand equity of the company in question. Agencies have to be careful if they choose to use this as a marketing strategy.

      Do you know any other brands that have used this tactic?

      Reply

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