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September 18, 2013
Mercedes Targets Young and Affluent in Neistat's Ad
 
Casey Neistat is a filmmaker whose claim to fame came from his works "Make it Work" and "Do the Right Thing," the former a project he paired up with Nike to do. 

This time, Neistat created a light-hearted ad for the Mercedes-Benz CLA-Class. 

The ad looks like a giant adventure, with Neistat cruising through NYC while on a skateboard that is being pulled by the car. He's carrying an American Flag. Also, the text in the ad says, "Sometimes in life you just have to say yes."

It seems to target the young and newly affluent; those older millennials who can finally afford something luxurious if they wanted to. Of course, "sometimes in life you just have to say yes."

It's fitting.

Though the car is within reach for some, going for $29,000, we believe that getting our generation — affluent or trying — to buy stuff like that will be a daunting task. However, it's not impossible.

Increasingly as people move into cities, and space becomes scarce, the trend to not own a car is growing. Beyond that, add environmental and green concerns to the mix, and the plurality of anti-car comes almost out of nowhere.

The ad is below. Feel free to tell us what you think.


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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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