2018 S-Class Commercial Finally Makes Sense of the Mercedes-Benz Logo

That means the current brand has to find a way to mix its legacy into the modern products, which is more complicated to achieve than it might seem at first. One false step and the millennials could overlook the products assuming it was something their parents would buy.

One very good example of this is the Mercedes-Benz logo. Everybody knows about the three-pointed star (which is supposed to symbolize Gottlieb Daimler's - one of the company founders - aims for universal motorization: on land, water and in the air), but that's not all.

Those with a keener eye or a well-trained memory will remember the classic Mercedes-Benz logo also has two branches with leaves on either side of the circle surrounding the star. Those are laurels, an ancient European (Greek and Roman) symbol for high status or victory.

The new S-Class commercial for North America makes a direct reference to the symbolism of the logo, even though it gives it a slightly different spin. The clip talks about the large sedan being the pinnacle of Mercedes-Benz excellence for generations, which is instantly obvious if you look at the numerous technologies that were introduced on the various S-Class generations over time.

But you can't stay ahead if you don't continue to push for perfection, for constant innovation and progress. And this is where the logo comes in. The voiceover claims that simple badge sitting on the hood of the car acts as a reminder for the company that it should "never rest on its laurels, and it should always earn its star."

It's all a bit too pathetic for our taste, but at least we can say we came out with something after watching the advertisement - which isn't something that happens very often these days.