PROPAGANDA
This 2017 Mercedes-Benz commercial redefined what is mean to rule the road, reminding us that true power isn’t just about the roar.
There are few creatures more synonymous with dominance than a lion. Yet in this 2017 Mercedes-Benz commercial, the so-called ‘King of the Jungle’ is caught off-guard and not by rivals or prey, but the relentless grind of modern business life.
Dressed sharply in a suit, the alpha predator faces a barrage of urban stressors until he retreats to a different kind of kingdom: the driver’s seat of the S-Class*. It’s here that Mercedes-Benz introduces ENERGIZING Comfort Control, a suite of technology features designed to soothe. Temperature, fragrance, music, lighting and even the seat’s support can be fine-tuned, creating a curated escape.
The message is clear: even the strongest and most successful among us need a break. This was not just another glossy car advert. Instead of leaning solely on horsepower, sleek lines or engineering feats, the campaign spotlighted something far more human: mood. Mercedes-Benz also utilised the commercial to lean into cultural relevance. At a time when wellness shifted from indulgence to necessity, the brand tapped into a growing desire for balance. The S-Class was positioned as a solution to the mounting pressures of modern life and seen as a sanctuary on wheels.
The lion’s transformation from flustered to focused is intended to mirror the audience’s own aspirations, to navigate chaos with clarity and to reclaim balance without compromise.
*Overseas model shown
