Mercedes-Benz Turns Iconic Nodding Dog Ornament Into Its ‘Spokesdog’

Mercedes-Benz and Superplastic—an entertainment brand that creates virtual characters for social media for brands such as Gucci, Tommy Hilfiger, and Fortnite—are giving new life to the Wackeldackel. For those unfamiliar with this name, you might know it as the nodding dog that found its home on a fair number of dashboards.
 
While the tradition of having a bobble-headed pet ride up front with you has seemed to have died out in the last decade or so, Mercedes-Benz is not letting go of its impact and has instead turned it into a 3D animated ‘spokesdog’ named Superdackel.

Superdackel is first introduced to audiences alongside two of Superplastic’s other characters, Janky and Guggimon. The two break into a Mercedes-Benz showroom and are about to steal a car when they run into the nodding dog sitting in the front seat. The three escape into the dead of night, where they paint the city red. At one point, the dog wins a blinged-out Mercedes-Benz logo chain in a crane game where he uses it to represent the brand.
 
Over the night, they form a friendship as Superdackel comes out of his shell. The trio even ends up going on a trippy cosmic journey before landing back on Earth and reuniting with their hijacked Mercedes-Benz.

The idea to take an iconic ornament that many are familiar with and turn it into an ambassador for the brand is an admittedly smart move that unites nostalgia with the younger generation while also launching into the new-age digital sphere.

 
 
 
[via Marketing Dive and CarBuzz, screenshot via Mercedes-Benz]