While the official public debut of the Mercedes-Benz CLA four-door coupe is still nearly two months away, the vehicle has been spotted at red carpet premiers, racing alongside Formula One cars, and doing the club scene.
The CLA, a seductive and dynamic new coupe which will create a new entry point for the Mercedes-Benz brand, is the centerpiece of a new 60-second ad that will debut in the fourth quarter of the year’s biggest night in television advertising: Super Bowl XLVII.
The ad, which was created by Merkley+Partners (NYC), is a tongue-in-cheek depiction of how far a person might go to get their heart’s desire and what shape the “good life” might take.[ Also Read: Actress Kaley Cuoco in Super Bowl Toyota Spot ]
Filmed in part on location in New Orleans, MBUSA went full throttle with star power including Kate Upton and Usher playing themselves.
But the commercial is more than just glitz, glamour and the unveiling of the CLA. It’s another example of the company’s ties to the city, explains Mercedes-Benz.[ Also Read: Top 20 Global Digital Brand Campaigns of 2012 ]
In addition to setting its ad in New Orleans, MBUSA will have a series of onsite activations in the city on the day of the game.
In the weeks ahead, the company will roll out a robust social media campaign, complementing the ad while building awareness and engagement prior to the arrival of the CLA in the Fall.[ Also Read: Barack Obama Is Top Social Media Person of 2012 ]
The company expects the CLA to bring in new buyers with an unexpected price point for the brand and a highly stylized, sporty design. Among its notable features is a dynamic on-board connectivity package allowing access to popular social media sites.
The CLA will make brief appearances at select events over the next few weeks leading up to its official world premiere at the Geneva Auto Show in March 2013.
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