Mercedes makes plans for Super Bowl ads

December 7, 2012 12:00 AM

Viewers of last year's Super Bowl may have noticed that Mercedes-Benz was conspicuously absent from the crop of automobile commercials, but the manufacturer is returning to the game this year - and they are looking to make a splash. The automaker will debut its new CLA to the masses during the game, highlighting the four-door coupe's sleek design and relatively affordable price, AutoBlog reports.

The brand plans to catch the attention of the masses with the help of supermodel Kate Upton, who will star in the commercial. She will be featured alongside recording artist Usher in the 60-second, tongue-in-cheek commercial, The International Business Times reports.

Even when the in-game action takes center stage, the brand will never be far from the audience's eyes, as the matchup will take place in the Mercedes-Benz Superdome in New Orleans.

"We have something big to say and we think this is a great vehicle to reach out to that mass affluent audience," Steve Cannon, president of Mercedes-Benz USA, told Advertising Age. "We hope to use the Super Bowl to kind of open up the Mercedes-Benz brand to a wider audience."

Mercedes-Benz is targeting the CLA to drivers in their 30s and 40s who are looking for a luxury car without the high price tag and expensive vehicle maintenance costs. 

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