Mercedes’ Bizarre X-Ray Vision Ad Campaign Wows The Internet

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Sometimes automakers come up with clever, albeit bizarre, ways to advertise features, like how Mercedes-Benz is showcasing its Intelligent Light System. But some find the images of a cow and another featuring a deer, each portrayed through “X-ray vision” to be creepy or downright off-putting.

Check out this bizarre ad campaign from Daimler.

Whipped up in Mexico, the two images are supposed to communicate how bright the headlight technology is. The automaker was obviously proud of that feature, but we know for a fact many motorists aren’t impressed by the searing light coming from cars going the opposite direction or traveling right behind them.

What some might fail to understand is the Mercedes technology, which isn’t available in its fullness in the US still, is supposed to adapt and prevent blinding other drivers. With dozens of LEDs in each headlight, the lights shift to illuminate the road ahead without generating glare.

The tech even adapts to curves in the road, hills, roundabouts, etc. While most Americas don’t even know this kind of technology exists, among those in the auto industry that do, there’s been a debate about whether US regulators are justified in keeping it off our public roads.

One feature which is available here is the adaptive high beam, something which can be had in other brands as well. Considering the apparent ability to shine through the skin of an animal, exposing its bones, not keeping the high beams on when another driver is approaching would be necessary.

While the technology was released years ago and these ads were created back in 2021, they recently have generated interest on the internet. It’s funny since back when these were released they didn’t make much of a splash.

Image via Mercedes-Benz

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