In a recent LinkedIn post, Jason Feifer explores a creative advertising strategy that can be applied to explaining complex business or career concepts. Feifer uses the classic Mercedes-Benz “Magic Body Control” advertisement as a prime example of how to make the unfamiliar understandable by anchoring it to something universally known.
The Challenge of Advertising the Unknown
Feifer begins by setting the stage with the challenge Mercedes-Benz faced: how to advertise a sophisticated piece of automotive technology that consumers might not readily grasp. The feature, “Magic Body Control,” which anticipates road imperfections for a smoother ride, presented an advertising dilemma. A purely technical explanation would likely be dry and unengaging, while simply showing people driving smoothly might not convey the underlying innovation.
“Mercedes-Benz wanted to introduce Magic Body Control — a feature that anticipates bumps in the road to create a smoother ride. It’s cool tech, but hard to advertise.”
According to Feifer, the automotive giant recognized that a direct, feature-focused approach would fail. Instead, they focused on two fundamental questions: what simple concept did they want to convey, and what was the most intuitive way for an audience to grasp that concept?
Leveraging the Familiar: The ‘Chicken’ Analogy
The breakthrough, as Feifer highlights, came from an unexpected source: chickens. He explains that the ad famously featured chickens, whose heads remain remarkably still despite their bodies moving. This observation, Feifer points out, is rooted in a basic biological fact that helps birds maintain focus.
“By using chickens, the idea clicks right away — which makes it easier to understand the car’s feature, too. No technical details required.”
Feifer argues that this analogy was so effective because it connected the advanced technology of “Magic Body Control” to a simple, observable phenomenon that almost everyone understands. The absurdity of the visual made it memorable, thereby reinforcing the core benefit of the car’s feature – a stable, smooth ride.
Finding Your ‘Chicken’ for Complex Ideas
Feifer then broadens this strategy into a challenge for his readers. He posits that individuals and businesses often struggle to communicate their own complex ideas or offerings. The key, he suggests, is to identify a familiar concept – a “chicken” – that can serve as an intuitive bridge to understanding.
The Power of Relatability
As Feifer notes, the success of the Mercedes-Benz ad lies in its ability to bypass technical jargon and appeal directly to common understanding. This approach not only simplifies the message but also makes it more engaging and easier to recall.
“So here’s your challenge: 𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 ‘𝗰𝗵𝗶𝗰𝗸𝗲𝗻’ 𝗳𝗼𝗿 𝗬𝗢𝗨𝗥 𝗰𝗼𝗺𝗽𝗹𝗲𝘅 𝗶𝗱𝗲𝗮?”
He urges professionals to ask themselves what universally understood concept can illuminate their own work. By finding and utilizing such analogies, Feifer believes that messages can finally “click” with their intended audience, leading to better comprehension and impact.
In essence, Jason Feifer’s analysis of the Mercedes-Benz campaign offers a powerful framework for clear communication: when faced with explaining something complex, look for the simple, relatable truth that everyone already knows.
📝 About This Content
This article is based on insights shared by Jason Feifer on LinkedIn.
📅 Originally posted on December 18, 2025 | View original post on LinkedIn →