Jan
31
An inside look at Mercedes-Benz's Super Bowl ad starring Ludacris
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Mercedes-Benz’s Super Bowl ad blends Wile E. Coyote, Free Willy, Ludacris and a man who can will things into existence.
The spot, by Merkley & Partners, plugs the luxury brand’s in-vehicle voice assistant, known as MBUX, while featuring the Mercedes A-Class, an all-new model that targets younger buyers. MBUX is capable of responding to complex questions, while taking actions like switching on the reading lamp if the driver simply extends a hand toward the rear-view mirror.
In the Ad Age “Anatomy of an Ad” video above, learn how the brand and agency used CGI to dramatize MBUX’s functionality by depicting a man who can command his world, just like drivers can command their car with the new tech.
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