When you have a new Mercedes-Benz A-Class, it gives you all sorts of powers. Want to rip up a parking ticket that isn’t even yours? Done. Ask an ATM machine to make it rain? Done.
At least, that’s the premise of the brand’s 2019 Super Bowl spot.
The 60-second ad, “Say the Word,” will air during the second quarter of the game and stars Atlanta native Ludacris (although only for brief moment). The spot also has some other surprise stars including PGA champion Rickie Fowler, several Looney Tunes characters and everyone’s favorite dog from classic TV, Lassie.
The spot promotes the brand’s new, affordable A-Class model, which start at $32,500. A big selling point for the car is the Mercedes-Benz User Experience (MBUX) that viewers get a glimpse at towards the end of the spot. MBUX pairs voice recognition with voice-activated artificial intelligence to allow drivers to easily change the temperature inside the vehicle, play music or change the lighting (as you see in the spot).
“Put simply, we are changing the way drivers interact with their cars, and we’re starting with our all-new entry-level model. MBUX is a game-changer and we think that once aware of the A-Class price point and technology, a lot of people who hadn’t considered Mercedes or thought owning one was still several years away will want to take a look,” Drew Slaven, vp of marketing for MBUSA, said in a statement.
Merkley+Partners handled creative for the spot, which is directed by Noam Murro, with visual effects by Blacksmith, and cartoon animation by ATK PLN.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.
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