• Jun 13, 2010
Mercedes-Benz E-Class commercial – Click above to watch video after the jump

Mercedes-Benz has rolled out a new spot for its freshly-minted E-Class, which features the new Brake Assist System Plus (BAS +) that interprets the driver's inputs and increases braking force as necessary to avoid an accident. It may be an impressive lump of tech, but it's not the sexiest thing in the world, nor is it the easiest to demonstrate in an advertisement.

That's never been something to stop the Silver Arrow's team of ad gurus though, and the company's newest commercial does its best to make light of a potentially life-saving safety system. In it, a loyal Mercedes-Benz driver suddenly finds Death in the passenger seat. Literally. Hilarity then ensues as the driver manages to outsmart the specter with help from his trusty luxury sedan. Hit the jump for a look-see.

[Source: Mercedes-Benz via YouTube]



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  • 22 Comments
      • 4 Years Ago
      That was a very good commercial.
      • 4 Years Ago
      The emergency brake lights are pretty cool too.
      • 4 Years Ago
      Nice commerical



      But Lexus had this for some years now in the LS model and some other models too...I forgot what it's called but it also does things like tighten the seatbelt before impact along with some more neat features.
      • 4 Years Ago
      Didn't autoblogg recently show that the 5 series stops about 20 feet faster then the new Eclass under panic braking?
      • 4 Years Ago
      I know how they could advertise it. They could demo it, live!

      http://www.autoblog.com/2005/12/02/video-of-mercedes-benz-three-car-s-class-pile-up/
      • 4 Years Ago
      at 0:23 seconds, it seemed kinda unrealistic (the extreme breaking, could've been the editing), but i got to say, pretty creative commercial Mercedes.
        • 4 Years Ago
        yea, i would have loved to have seen that from the outside without editing.
      • 4 Years Ago
      Was that Donald Pleasence as Death or....Ferdinand Piech.
        • 4 Years Ago
        Funny than Autoblog didn´t not that it´s an impersonation of Ferdinand Piech.

        Also this ad looks like an argentinian 1998 Renault Clio ad (My favourite ad!). The Plot is exactly the same!!

        http://www.youtube.com/watch?v=o_sBSJtmcJY
      • 4 Years Ago
      sure makes me wanna brake later.
      • 4 Years Ago
      Kind of like the EBA (Emergency Brake Assist) with EBD (Electrionic Brake-force Distribution) I have on my 4 years old Mazda....

      Yes, I know, I know, this is Mercedes... so people would say it's "new generation" or it's "better"... which is just another way of saying the Stuttgart is catching up and we finally see their second generation system working properly as others' first generation systems did....

      Needless to say, I did have a moment like this on an Autobahn... EBA, EBD and DSC worked perfectly for a few very long seconds....
        • 4 Years Ago
        @Kitko

        Yeah, because you really know everything about brake systems and the technology involved (strong sarcasm).

        I'm sure people have told you this before: it's all in your head.

        Whatever is in your old Mazda is probably just whatever they had 10 years ago (years prior to your model being produced). It takes time to create and implement technology.
        And they *don't* include top of the line technology in *cheap* cars due to *low* margins.

        Mercedes researches and creates innovative technology, it's certainly likely to be ahead of your old Mazda just due to the rapid development cycles manufacturers have. The amount of electronics is modern cars increases each year.

        In all likelihood you don't have the credentials or background to judge this any way.
        • 4 Years Ago
        I somehow doubt the system is very much like your 4 year old Mazda. The BAS+ in MB vehicles can supply 'full' braking effect when the system identifies a situation like the one presented in the ad. That is, apply 100% braking power that 'most' drivers do not use in situations like these.
        • 4 Years Ago
        I drove a Renault Laguna a few years ago that had a similar system. Still, the commercial is clever.
        • 4 Years Ago
        Maybe I'm not understanding the system 100% (probs) but didn't Volvo/Ford introduce this a few years ago as Collision Warning with Brake Assist? Their system uses front radar to detect an object, flash an led warning on the windshield and beep, as well as precharge the brakes so there will be maximum braking force once you hit the brakes, isn't that basically what this Mercedes system is, or am I missing something?
        • 4 Years Ago
        How do you know it saved your car or your life? How do you know you slamming on the brakes wouldn't have stopped the car without assist? How do you know you would have died?
        • 4 Years Ago
        I think this is different from previous systems in a number of ways; that you hear the buzzer going off in the video is the first indication. That's the radar sensing an impending collision and pre-executing the braking system. It's not just brakes here, but the emergency belt tightener, the seat moves to prepare for impact, and the windows/sunroof starts closing. The brake lights flashing is a non-USA feature at the moment. But if you've ever been forced to slam on the brakes in one of these cars, you'll be amazed what happens. Saved my car and life.
        • 4 Years Ago
        EBA is different--EBA detects, based on how hard you stomp on the brake pedal, whether you're in an emergency braking situation and automatically applies full braking force (even if you're not quite stomping on the pedal all the way yet).

        BAS+ is a preemptive system--the car can detect a collision situation before the driver reacts, and can apply the brakes by itself. No driver action.
      • 4 Years Ago
      Awesome I loved it
      • 4 Years Ago
      Great ad.
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