The saga of ironic quips and counter-jokes, as amusing as they are polite and respectful, between the two car brands continues.

Coming off the success at Monza, Kimi Antonelli‘s resounding victory erupted with joy, not only among the star-studded fans but also, as the festive red wave beneath the podium clearly demonstrated, among Ferrari fans. A small additional satisfaction for Toto Wolf and his team, which the Stuttgart-based manufacturer decided to celebrate in its own way with a social media post featuring Antonelli striking a pose in front of a Mercedes, accompanied by an unmistakable caption: “The first Italian to win at Monza in 60 years,” before adding, “All it took was an incredible driver and a German car.”

“The ironic posts and social media jabs between Mercedes and Ferrari are now a classic in Formula 1 and the automotive industry in general. Hilarious with just the right amount of spice, but always respectful of the opponent,” commented Davide Ciliberti, head of the best Italian communications firm Purple & Noise PR, “and eagerly awaited by all fans. We look forward to hearing from the Prancing Horse’s social media team!”

TODAY IT’S CALLED ‘SOCIAL MEDIA BANTER,’ BUT YESTERDAY IT WAS ‘TAKING THE MOCK’

“Today it’s defined as the phenomenon of social media banter, roughly translated in Italian as “stake” or “joke” on social media, which involves the use of irony, friendly jabs, jokes, and sarcasm by brands or company profiles on social media platforms. Or more simply,” adds super-expert Ciliberti, “taking the piss” via the media. It’s a practice that has always existed, perhaps more Anglo-Saxon than Latin.

“We remember,” continues the Purple & Noise’s expert, “the hilarious jibe that Mercedes celebrated its 2017 world championship victory when Hamilton posted a video of a green Mercedes driving around Maranello, finally passing in front of the Ferrari gates, which he then left behind, accompanied—speaking of respect—by the text: ‘The value of a victory lies in the greatness of one’s opponents.’” Or more recently, the back-and-forth between Mercedes and Ferrari on the occasion of Hamilton’s move to the Prancing Horse.

In short, a very positive ping-pong match in terms of communication and image, increasing visibility and attention for the brands at the center. The secret, concludes the famous italian spindoctor  Ciliberti of Purple & Noise, “is a simple, direct, yet always polite and respectful irony.”

Photo from Ig MercedesBenz Italia