The News & Observer
March 12, 1995
A piece of our hearts
Copyright © 1995, The News & Observer
Our favorite line in a story about Mercedes-Benz using the voice of
the late Janis Joplin in a new television commercial came from one of Mercedes'
ad guys. He said the ad "takes Mercedes off its pedestal."
Whoa there, Bud. As down to earth as Janis might be, $31,000 to $41,000
is still a pretty high pedestal for most folks. That's the price on the
E-class and C-class units the commercial is advertising.
It's understandable why Mercedes would want to use Joplin. The baby-boomer
rock 'n' rollers who fancied her music are through the hippie stage now
and into the bond trader stage. They're over that "back-to-the-land"
thing and into owning high-rise condominiums with nary a blade of grass
The Mercedes people are looking for that upscale customer, and that's
most definitely not, for example, your country music crowd. Country songs
deal with trucks and Mama, and Mercedes owners don't drive trucks, and wouldn't
admit to Mama what they paid for the Mercedes.
How would Janis feel? Her brother and sister say she wouldn't mind,
and they ought to know. For those who remember the song from their youth,
however, there's a bit of a twinge of sadness here -- in the thought that
the tune is now 25 years old.
Used with permission.
All rights reserved. No part of this article may be
reproduced, translated, or transmitted in any form or by any means without
permission in writing from The News & Observer.
Copyright © 1995, The News & Observer.
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