Description
Mercedes-Benz shows off the SLS AMG by asking a wild, cocky question: “Is it still a car?”
Translation: this thing is so powerful, so flashy, so ridiculous — calling it “a car” feels disrespectful.
How This Works:
It uses ego marketing.
Instead of listing specs, the ad challenges the category itself.
It makes the car feel like it’s in a league so high above normal vehicles, it basically broke the definition.
People don’t buy the car, they buy the myth.
How You Can Reuse It:
Take your product and act like it’s too good for its own category.
Push it above the usual comparison point.
Frame it as the thing that doesn’t even fit the label anymore.
That’s how you turn “a product” into “a flex.”
