Alan Jones loses more than sponsored Merc, social media campaigns work

By Ruth Skilbeck

The power of visual communication in advertising and self promotion cannot be underestimated, so when Mercedes Benz announced yesterday that it was repossessing its $250,000 sponsored black 2012 S-Class Mercedes from controversial broadcaster Alan Jones, in the wake of social media campaigns following Jones remarks that the PM Julia Gillard's father "died of shame", Mercedes-Benz gesture of condemnation speaks louder than words.

“We want the car back, the deal is cancelled, it is over,” David McCarthy, the car company’s corporate communications manager, told New Limited in reports today.

“We were appalled and shocked at the lack of respect (Jones’s comments) expressed.”

In a hastily called press conference last weekend, Jones had brushed off his remarks about the PMs father and said that "it would be "business as usual". When he gave his next talkback radio breakfast show after the long weekend on Tuesday, images of Jones in the chauffuer-driven Mercedes were widely broadcast- on the internet and TV.

Sponsors provide their products to "celebrities" for endorsement and association with a brand, to reach maximum exposure.

This could have been designed to send a subliminal visual message to the world that Jones was safe in his position in his luxury prestige car and supported.

So in stating they are repossessing the car, and publicly withdrawing their support, Mercedes-Benz are making it quite clear that they do not want to be associated with the broadcaster and Jones' 'brand' of "disrespectful"  verbal messages.

Mercedes-Benz has said they will repossess the car if Jones does not return it by October 31, News Limited reported today.

© Copyright Ruth Skilbeck

Re-captioned image circulating on Facebook 7.10. 2012