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December 27, 2012

Mercedes-Benz Puts Kate Upton Front and Center For 2013 Superbowl Ad


If any Super Bowl should be a key moment for Mercedes-Benz, the 2013 game on February 3rd is it. The brand’s name is on the stadium where the Big Game is taking place, for one thing. It’s introducing an important new model. And Mercedes-Benz could use a boost in the U.S. marketplace, especially one that would reverberate around the world.

Enter Kate Upton and Usher. Mercedes-Benz USA CEO Steve Cannon shared some details (and a sneak peek at the shoot, above) about the brand’s 60-second ad planned for Super Bowl XLVII in New Orleans at the Mercedes-Benz Superdome. He told Business Insider that the ad will be “a tongue-in-cheeck depiction of how far a person might — or might not — go to get their heart’s desire.”


Mercedes decided to shoot part of the ad in New Orleans to help bring jobs and attention to the struggling city. Part of the commercial takes place in the French Quarter’s Napoleon House

Such goals might be, say, an evening of clubbing with supermodel Upton, Cannon said, although “we are not using her as a sexual object,” he insisted. Instead, the ad will be “upbeat, high-energy, fast-paced [but not] funny.” And, of course, there will be a car in there, too. Specifically, Mercedes-Benz will be trying to appeal to a younger demographic by promoting the new CLA, which comes at a lower price point than the rest of Mercedes-Benz’s luxury lineup.

“It’s hard to appeal to youth if your car costs $75K,” Cannon allowed. Presumably, Mercedes-Benz also may find ways to take advantage of its name on the stadium.

The automaker could use a boost given that it just conceded the 2012 U.S. luxury-sales crown to BMW for the second consecutive year in which the two brands hotly contested the race because long-time champion Lexus wasn’t a factor, temporarily. Despite notching solid sales gains so far in 2012 and, in fact, having a 2,000-unit lead in U.S. sales over the BMW brand at the end of November, Cannon already has said that the Mercedes-Benz brand will fail to beat a final push by BMW for this year’s title.


Here’s director Dante Ariola getting ready to shoot the spot, which was created by ad agency Merkley+Partners
Meantime, Volkswagen is proving a bit more oblique about its plans for a new ad and integrated marketing campaign to premier on Super Bowl Sunday. All the brand will say, in a press release, is that the spot will “build on [its] tradition of sharing simple, human stories and align with” its “Why VW” brand campaign and social-media storytelling platform.

VW, of course, captured eyes and hearts the last couple of years with well-told story ads: “The Force,” starring a mini Darth Vader for Passat and, last year, “The Dog Strikes Back,” an indirect reference to the first spot’s family hound, who itches to chase a Beetle.

Also, said that its Super Bowl ad this time around will again feature race driver Danica Patrick and will focus on “how easy it is to create your own business online and use the internet to grow it quickly,” as the brand said in a statement. For the moment, GoDaddy only teased and didn’t reveal more. But there’s no doubt that Patrick will — in the ad, anyway.

posted by: Limité Staff
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