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NEW ORLEANS, USA - Mercedes-Benz has turned to celebrities to promote its new CLA with an ad enlisting model Kate Upton, musician Usher and actor Willem Defoe.
The automaker will air commercials featuring the model/actor/artist combo during the Super Bowl at the Mercedes-Benz Superdome in New Orleans on February 3 2013.
SELL YOUR SOUL FOR A CLA?
The commercial, titled 'Soul,' begins with Dafoe as the Devil offering the main character a chance to have the CLA "and everything that goes along with it" in return for his soul.
The Rolling Stones' 'Sympathy for the Devil' plays in the background.
The character goes through a few fantasy scenarios such as being chased by hordes of adoring women, posing with Upton at some red carpet event and even showing up Usher on the dance floor.
The clip ends with the main character declining Defoe's offer after seeing the CLA has a starting price of $29900.
Another commercial featuring the sultry Kate Upton has her appearing in a car wash to promote the new CLA.
Steve Cannon, chief executive officer of Mercedes-Benz USA, said: "We're launching a new product at a new price point that opens up the brand. Advertising the car before its September debut during the Super Bowl, was a "no-brainer" for the company, he said.
Mercedes-Benz lost the US luxury market lead in 2012 to BMW claiming its German rival used "sales engineering" to snatch the lead in December, reports Cannon.
SECOND LUXURY CROWN
Cannon said: "When we beat BMW and we do it straight up because we've out-marketed them, we've got better products than them, that's going to be a victory that I will celebrate."
In December 2012, BMW's US sales surged 39%, vaulting the Munich-based automaker past Mercedes to snatch the luxury-market crown for the second consecutive year.
Cannon said: "There was some engineering, we'll call that sales engineering, to get to a number to say 'We're No. 1.' That's a Pyrrhic victory for me."
BMW sold 281 460 luxury vehicles, topping Mercedes-Benz by 7326, excluding non-luxury models in the US. The two German automakers were vying for the top US luxury-automaker after outselling Lexus in 2011.
Lexus was the top luxury brand in the US for 11 years until natural disasters in Asia curtailed vehicle production in 2011.
Videos:
2013 Kate Upton Mercedes-Benz carwash
2013 Mercedes-Benz CLA advert - Soul
The automaker will air commercials featuring the model/actor/artist combo during the Super Bowl at the Mercedes-Benz Superdome in New Orleans on February 3 2013.
SELL YOUR SOUL FOR A CLA?
The commercial, titled 'Soul,' begins with Dafoe as the Devil offering the main character a chance to have the CLA "and everything that goes along with it" in return for his soul.
The Rolling Stones' 'Sympathy for the Devil' plays in the background.
The character goes through a few fantasy scenarios such as being chased by hordes of adoring women, posing with Upton at some red carpet event and even showing up Usher on the dance floor.
The clip ends with the main character declining Defoe's offer after seeing the CLA has a starting price of $29900.
Another commercial featuring the sultry Kate Upton has her appearing in a car wash to promote the new CLA.
Steve Cannon, chief executive officer of Mercedes-Benz USA, said: "We're launching a new product at a new price point that opens up the brand. Advertising the car before its September debut during the Super Bowl, was a "no-brainer" for the company, he said.
Mercedes-Benz lost the US luxury market lead in 2012 to BMW claiming its German rival used "sales engineering" to snatch the lead in December, reports Cannon.
SECOND LUXURY CROWN
Cannon said: "When we beat BMW and we do it straight up because we've out-marketed them, we've got better products than them, that's going to be a victory that I will celebrate."
In December 2012, BMW's US sales surged 39%, vaulting the Munich-based automaker past Mercedes to snatch the luxury-market crown for the second consecutive year.
Cannon said: "There was some engineering, we'll call that sales engineering, to get to a number to say 'We're No. 1.' That's a Pyrrhic victory for me."
BMW sold 281 460 luxury vehicles, topping Mercedes-Benz by 7326, excluding non-luxury models in the US. The two German automakers were vying for the top US luxury-automaker after outselling Lexus in 2011.
Lexus was the top luxury brand in the US for 11 years until natural disasters in Asia curtailed vehicle production in 2011.
Videos:
2013 Kate Upton Mercedes-Benz carwash
2013 Mercedes-Benz CLA advert - Soul
