Along with many others, I complained a couple of days ago that Mercedes-Benz was morally bankrupt for using the image of a notorious racist, communist, and murderer as part of a marketing gimmick.
Well, the company has backed down. We won. It’s only symbolic, but let’s enjoy a small victory.
Here are some excerpts from a Foxnews.com story.
Daimler AG, the German company that manufactures Mercedes-Benz luxury cars, called its promotional use of an image of Marxist revolutionary Ernesto “Che” Guevara a “thoughtless” and “stupid” decision that was not intended to offend people. …In a statement sent to FoxNews.com, Daimler said it “was not condoning the life or actions of this historical figure or the political philosophy he espoused.”
That’s probably not the most heartfelt and sincere apology ever issued, but it will have a positive impact. Somewhere at Daimler AG, there’s a marketing executive that is going to lose a bonus (and maybe even a job). Other people in the fields of advertising and public relations will have seen the backlash and be much less likely to make similar mistakes.
And perhaps a few people who were ignorant will actually learn a bit about history and begin to understand the evil nature of communism.
I doubt this will have any impact on the empty-headed kids who wear Che t-shirts, but you can’t have everything.
From a personal perspective, the best thing about this episode is that I’ve been attacked by a water-carrying apologist for totalitarianism.
In my line of work, one way to measure whether you’re doing a good job is the degree to which you get criticized by bad people.
Being called a “dickhead” by this tool may be even better than the time a left-wing British columnist called me a “high priest of light tax, small state libertarianism.”
[…] P.S. Returning to the topic of Che Guevara fanboys, don’t forget the cynical actions of Mercedes-Benz. But at least the company apologized. […]
[…] No analysis of Cuba would be complete without noting the bizarre fetish of some leftists to wear t-shirts celebrating the homicidal racist Che Guevara. What’s next, baseball caps […]
[…] She closes with a PG-13 request for idiotic westerners. […]
[…] She closes with a PG-13 request for idiotic westerners. […]
[…] She closes with a PG-13 request for idiotic westerners. […]
[…] She closes with a PG-13 request for idiotic westerners. […]
[…] She closes with a PG-13 request for idiotic westerners. […]
[…] the morons at Mercedes-Benz were shamed out of using Che as a marketing gimmick, so there is […]
[…] the morons at Mercedes-Benz were shamed out of using Che as a marketing gimmick, so there is […]
Good news travel fast: Blue Mountain Ontario: It was brought to my attention you sparked a fire under someone A** Mercedes Benz “WoW” Dick Head. We couldn’t stop laughing. I almost fell from the ski lift. Do you need a body guard? Awesome
Typical vacuous twits idolizing The Butcher of La Cabaña…I wonder if they have any clue Guevara was responsible for the execution of a 10 year old child……
For M-B to embrace this CRIMINAL is, simply, unforgivable.
The possibility that Che Guevara could have mass appeal is more dangerous than people using it for ad stunt. Marketing people are careless about the moral sense their ads or promotions make. But it’s good how this was received.
Way to go Dr. Mitchell.
Keep up the great work!
Rick
I know what your saying in that being trashed by fools is a great way to gauge how correct you are on a point. I was attacked for wanting to get the local government out of citizens lives when I ran for local office. A week before the campaign I was the subject of a targeted smear campaign stating that I was an evil member of the TEA PARTY and ignorance being what it is in the area it worked.
Only wimpy wusses post insults on tweeter. They hide behind a computer because they are afraid they might get punched. Dan, I would be mighty proud to be your compliant department!
Che was a goon and a killer. How could anybody in this country stand up for him? If this wuss was a real fan of Che he would at least put himself out on the battle field to be seen like Che did.
Mercedes has done considerable damage to their brand. Now they are going to have to spend millions more in advertising dollars just to save face. Their fan base normally consists of long term customers with a very strong sense of brand loyalty. I’d say some price incentives are in order for those customers to know MB is sincere with their appologies.
Personally, while I have never owned a new mercedes, I did buy one from my brother. German car engineering is incredible in a market of sub par automobile manufactures. Should I ever suceed enough to be able to afford a new car, I am not sure MB will be on the top of my list. Thank God for Audi and the more affordable VW.
Friends, let’s go to the point, again: Moral and Decisions. We are facing a decision when Reason does not serve us all. When she can not help at all. That is, when with strictly the same context and exactly the same reasons we can forgive or not an offense, or kill someone or not, to launch a kiss Benetton’s advertisement, a MB-Che Guevara, or not.
The problem with our decisions: When we have powerful reasons (just clear and convincing) to do something, we need not assume any moral responsibility. The real problem is connected to the sphere of values, and our culture (Western Culture) has a radically elemental and erroneous focus about Ethics and Moral. A conventional vision in which the values are Absolute and Universal!! The real problem is (synthetically) that we have been obligated to take decisions that affect our Human Condition, without we have been inculcated with the slightest reflection, not so much about what Ethics or Rationality are, but about what is Human..?
Anyway, I celebrate that you, Daniel, are not a “dickhead” and Katherine is not a “high priest of light tax, small state libertarianism.” I , also, support the proposal of Luis Di Mare… Salud!!
I’m happy to call you “dickhead” any time.
Don’t know if this has ever been said during this debate overseas, this kind of publicity stunt roots back roots at least back several years ago to Dacia, a Romanian car manufacturer: http://www.youtube.com/watch?v=oOb1M14NYUU
But so what, let them use whoever they want, and if it’s Hitler, let them make their own mistakes and let customers react according to their own preferences. If they think they can attract attention and it won’t backfire, fine. What is an apology worth? How “stupid” and “thoughtless” they were? Oh please. They just underestimated the negative effect that made them apologize. Do you really want or expect a “heartfelt and sincere apology”? Spare me such an affected dismay! Libertarians should be MUCH less upset about trivializing a communist jerk but about a follow-up phony excuse.
Dan Mitchell for president!
WA……
That T maybe should have read “entitled white dilitantes”, not “suburban white kids”.
Or perhaps “coddled”.
For your amusement: Che as suburban white kids favorite totem:
http://raygunsite.com/shop/men/t-shirts-34/ray-gunvera-7864
Being called a “dickhead” by this tool may be even better than the time a left-wing British columnist called me a “high priest of light tax, small state libertarianism.”
At least the British guy saw you for what you were!