Mercedes gets owned in this clever campaign

Sometimes a brand campaign can backfire more severely than a car with faulty spark plugs, as Mercedes has just learned. A recent campaign for its electric cars used patterns in nature resembling the brand's famous three-pointed star logo, including a lion's mouth, veins on a leaf and honeycombs. It was a great example of how recognisable a successful logo design can become, but some people felt the choice of subject was more than a little inappropriate.

The sustainability scoring platform WhereFrom was quick to see the irony of the campaign and hijacked it with a sharp parody that replaces the scenes of natural beauty with ones that show the impact of climate change, with parched earth, a toxic spill and wildfires. One of the images actually remains the same – a lightning bolt, which must be what this campaign hijacking feels like for Mercedes (by the way, if you're wondering what the Mercedes marque is all about, see our post on the secret behind the Mercedes logo).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.