Mercedes-Benz made news in December when we learned that Kate Upton, the Sports Illustrated swimsuit edition cover model, would be pitching the automaker's all-new 2014 CLA at the Super Bowl next month. With Mercedes determined to target a more youthful buyer for its stylish compact sedan, choosing a beautiful 20-year-old pinup seemed to make good sense.

In order to tease us before the big game, the German automaker has just released a 90-second video with the very seductive Upton interacting with soap suds and her blonde hair. The real Super Bowl ad, partially filmed in New Orleans (where the game will take place) will feature the bombshell along with R&B star Usher.

Scroll down to watch the German automaker's uncharacteristic presentation, and let us know if this risqué Carl's Jr.-like ad direction is a good way to shake up the company's staid image, or if you think it demeans the brand. Be heard by voting in our poll and adding your thoughts in Comments below.

For the record, we've watched this video more than two dozen times and we still haven't seen a Mercedes-Benz. Maybe one more time will do the trick...


Is the direction of this Kate Upton CLA teaser video a good idea for Mercedes-Benz?
Yes, it's perfect 12961 (40.4%)
It's not bad 6270 (19.5%)
I'm on the fence 2821 (8.8%)
It's probably a bad idea 3878 (12.1%)
It's a terrible idea 6176 (19.2%)



Show full PR text
Spotted: The New Mercedes-Benz CLA in its First Starring Role

MONTVALE, NJ – While the official public debut of the much-anticipated 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. 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. Long before purchasing the naming rights for the "Mercedes-Benz Superdome," which will be the site of this year's game, the company had been a supporter of the community. In October 2010, 180 employees from across the country spent more than three hours planting 125 trees to help restore some of what was lost to Hurricane Katrina. This year, as part of their $1.3 million national-commitment to Laureus USA, MBUSA joined with Laureus and Coaches Across America in New Orleans to train and place 26 coaches in 11 local after-school sports programs with a goal of providing safe afterschool activities for area youth.

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.

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.

About Mercedes-Benz USA

Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is responsible for the
distribution, marketing and customer service for all Mercedes-Benz products in the United States. MBUSA offers drivers the most diverse line-up in the luxury segment with 14 model lines ranging from the sporty C-Class to the flagship S-Class sedans and the SLS AMG supercar. MBUSA is also responsible for the distribution, marketing and customer service of Mercedes-Benz Sprinter Vans and smart in the US. More information on MBUSA and its products can be found at www.mbusa.com, www.mbsprinterusa.com and www.smartusa.com


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    • 1 Second Ago
  • 392 Comments
      Rollk
      • 2 Years Ago
      they're trying to be ironic and kitschy, but it just comes across as tacky and borderline misogynistic
      Michael
      • 2 Years Ago
      who cares, i can't afford either of them
      larrykaren7613
      • 2 Years Ago
      Great ad....was it for hand soap?
        EZEE
        • 2 Years Ago
        @larrykaren7613
        I think a lot of hands were eventually involved...
      bradicus
      • 2 Years Ago
      Having Kate Upton in an ad, great idea. This ad, pretty bad. The least sexy Kate could look while wearing so little. The music is absolutely horrible. The guys in the video are supposed to look like high school football players, is that who MB wants to project it's customers to look like? Terrible commercial. I think MB trying to do sexy is a good idea, except it needs to be actually be sexy. Kate Upton can do sexy (in fact, I don't know how they made her seem only as sexy as she is in this video). Definitely missed the mark with this one
      justusgr81s
      • 2 Years Ago
      Take away the boobs she is built like a 12 year old boy.
      Chris
      • 2 Years Ago
      It is definitely NOT a Fiat Abarth ad, that's for sure. Mercedes, you have missed the mark.
      SideWayz8
      • 2 Years Ago
      Fire the advertising company, this is bad. You highlight Kate Upton (which is supposed to be a good thing) in a bad choice of clothing, and do really nothing for the car in terrible climate. Come on MB, you can do better. The CLA is a lovely vehicle.
      RocketRed
      • 2 Years Ago
      Weak ad. That woman has man-face. She is almost as awkward as the car. Mb tried to make a mini CLS and failed. Its nasty. No amount of ads with bony posh-looking women and horses will change that.
      bevesbasic
      • 2 Years Ago
      SLOWWWWWWWWWWWWWW boring stupid she is verrry pretty But many others are MUCH MORE
        Tom
        • 2 Years Ago
        @bevesbasic
        Wouldn't even talk to her. Her legs are too skinny.
      HowieDetroit
      • 2 Years Ago
      Dumb commercial and I'm sorry...she's just so average. I'd rather see Jessica Alba, Megan Fox, or ANYONE that actually has some tone and some shape. It still boggles my mind how she made the SI Swimsuit cover. She's so average !!
        osteomedd
        • 2 Years Ago
        @HowieDetroit
        Howie, Megan Fox is near perfect!! She'd light up any advertisement... Read the article/interview about her in the Febuary issue of Esquire!!
      audisp0rta4
      • 2 Years Ago
      The car and the girl are actually a good match for each other. Hot and curvy from the front, rather straight and narrow from the rear. A bunch of dudes washing a car in a field while a 40% hot chick is left just standing there...lame. Just like the ad as a whole!
      hubigspies
      • 2 Years Ago
      Not Superbowl worthy.
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