When Germany Is Laughing, Sixt Is Laughing Too: How Jung von Matt Keeps Its Finger on the Pulse

On Tuesday morning, newly-elected chancellor Friedrich Merz failed to secure the chancellorship in the first parliamentary vote, succeeding only in the second round. Creative agency Jung von Matt and car rental company SIXT seized the moment with a sharp-witted social media campaign released the same day.

Merz initially fell six votes short of the absolute majority required. His failure came against the backdrop of the government struggling to present a united front for months and he ultimately won the second round vote with a narrow majority of nine votes.

The campaign’s first picture shows an upset Merz with the headline “If it doesn’t work in first gear - just switch up”, a clever nod to his failed first election and Sixt’s automotive roots. The second poster depicts a smiling former chancellor Olaf Scholz, with the headline: “When you spontaneously have to add another day”, a cheeky plug for Sixt’s flexible car rental packages.

For political context, the previous coalition – formed of the Social Democratic Party (SPD), the Green Party (Die Grünen) and the Free Democratic Party (FDP) – collapsed due to internal disagreements. In November last year, then-chancellor Olaf Scholz called for snap elections. The conservative Christian Democratic Union (CDU), led by Friedrich Merz, won the February elections with 28.6%.

Responding to Merz’ initial failure, CDU secretary Carsten Linnemann said in an interview on German television: "Europe needs a strong Germany.”

After winning the chancellorship position the second time, Merz addressed parliament, saying: “Madam President, I thank you for your trust and I accept the election.”