ADAM DANISH BIN ABDUL JALIL

2020232101

ORGANIZATIONAL BEHAVIOUR

DBA3013

ASSIGNMENT 2
 GROW UP IN ESPORTS WITH MERCEDES BENZ

Grow Up in eSports is a commercial video from Mercedes benz expressing the conflict
between the past generation’s expectations and new generation’s reality.
The typography that plays throughout the video represents the past generation telling their
expectations to the young generation, while the background videos follow a young aspiring
eSports league player who adapts to the reality of his situation and rises to the top, which
represents the personification of the (current) young generation. The final group would be the
viewer who is receiving the message from the commercial.
As a viewer, we meet both the typography and the player in the background. They both
express their interests towards the viewer in the video, but it is clear that both sides contradict
each other heavily. The viewer can observe that the typography implying it disdains video
gaming as a career, prioritizes family over friends, and to dance to the beat of their own
drum, which means to do things the way one wants without taking other people into
consideration. The last statement however supports the player’s argument.

One of the cosplayers attending an eSports event, cosplaying

The disparity between the typography and the player in the background is made more evident
with the typography asking one to work hard, get married, start a family and be humble,
while the player continues his journey of fame, rising to the top as one of eSport’s big names.
The viewer is faced with confusion, whether to stand with the typography’s traditional view
of life, or to move with the times as the player does.
Then, when the typography mentions that it is time for one to grow up, the viewer finally
understands that what the player was doing, was indeed, growing up. The viewer now sees
the true leader in the current group, because all this time the player is adapting. From the
start, the viewer observes him rising through the eSports competitive scene while they were
busy contemplating the moral dilemma presented by the typography.

Now, the viewer feels motivated and has the drive to move up together with society and the
ways to adapt to the ever-evolving standards of the present and the future.
A few challenges present themselves as the viewer watches the commercial, however.
The traditional thinking of the past generation proves that those who do not change are
architects of decay and will never be able to adapt to the modern standards and living styles
of today. A blatant example would be the price comparison between the cost of a house from
1960 and 2017. Ironically, the median household income never had the same growth as the
median house price.

Comparison of Median House Price and Median Household income in San Francisco from
1960 to 2017 (Wolf Street, Jul 12 2019)
Without further digression, the typography in the video further states that one needs to live a
simple, humble life in the suburbs. The background video however contradicts that by
showing the player overachieving and excel in the eSports competitive scene. The player
fully commits himself in gaming, to an extent of indulging in his lifestyle.
This makes the distinct priorities of both parties show that they have separate ideals and
would rather not work together as a team, helping and guiding each other through the modern
world.
Lastly, the typography expresses in the last bit of the commercial, that it is time to grow up.
This implies that the typography still views the persona of the player as a mere adolescent,
rather than an aspiring figure to society. He deems the lifestyle of the player not fitting of the
traditional ideals and therefore dismisses it as child’s play.
A few ways to improve the connection of both parties are, however, simple.
The past generation has to accept the fact that time moves on without them, and they need to
follow along to be in the times of the ever-so-changing present. They also must change the
expectation towards young generation as nowadays the current lifestyle and costs have
changed drastically compared to before.
The new generation must also help guide the past gen into the new world, teaching them how
to use current technology and how to properly utilize it to the best, while also helping them
indulge in casual lifestyles of the present, such as video entertainment, video games and
modern career choices such as streaming, content creation and competitive gaming.
With this in mind, the past and young generation will be able to form mutual interests and
work together as a team facing the present.
References
- Grow up in eSports w/ Mercedes Benz
https://www.youtube.com/watch?v=X5Z4doe1x2g&ab_channel=Mercedes-Benz
- Comparison of Median House Price and Median Household income in San Francisco
from 1960 to 2017 (Wolf Street, Jul 12 2019)
https://wolfstreet.com/2019/07/12/changes-in-house-prices-rents-and-household-incomes-
since-1960-in-the-us-by-region-and-major-metro/