In the summer of 2022, Mercedes launched a new advertising campaign featuring this slogan, matched with depictions of its iconic logo formed using images of nature such as the veins of a leaf, bees buzzing on a honeycomb or the petals of a rose.
A strong message that almost immediately backfired as it was hijacked by London-based sustainability review platform WhereFrom. Denouncing the environmental claims of Mercedes, who has, in the past years, been entangled in several lawsuits for cheating on emissions tests, WhereFrom published a different version of the campaign. This time around, the Mercedes logo was recreated with images depicting natural disasters: an oil spill, shattering ice, drought cracked earth… The parodied text read: “Nature or nothing – Climate change. It’s already here”. Next to a green ‘stop the wash’ sticker.