Dr Mumbo

Drive back in time with Mercedes

Mercedes-Benz appears to have slipped its gender equality credentials into reverse in Singapore with this magazine ad.

Going by the words beneath a headline apparently written in the previous century, driving a Mercedes AMG GLE 63 Coupé is vaguely like going to war. “Master any road”, “tear through each pathway”, “gain full control” and “experience the rush”, the reader is told breathlessly.

It's a man's world

The person who spotted the ad, Fiona Bartholomeusz, the boss of ad agency Formul8, commented on Facebook: “As a friend rightly pointed out – is this Singapore or Saudi Arabia?”

“Seriously #‎mercedesbenzasia‬ this is both sexist and myopic (you’ve just alienated half your buying audience) and it’s ironic considering that your chancellor is a woman!” she said, referring to German premier Angela Merkel.

“Ads like these just make me glad I drive anything BUT a Mercedes. To all the women out there thinking of buying this – Mercedes wants you to buy a BMW evidently. #epicfail #badads.”


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