SBD/December 3, 2012/Marketing and Sponsorship

Mercedes-Benz Chooses New Orleans As Setting For Super Bowl XLVII Commercial

The commercial was engineered by advertising agency Merkley+Partners
Mercedes-Benz last week in New Orleans' French Quarter shot a "60-second Super Bowl commercial to air during the game's fourth quarter," according to Dave Walker of the New Orleans TIMES-PICAYUNE. The spot "will introduce the new CLA sedan" and features singer Usher, model Kate Upton and "another famous face to be revealed during the commercial." The spot, via Merkley+Partners, N.Y., is directed by Dante Ariola. Mercedes-Benz USA President & CEO Steve Cannon made the decision "to shoot and set part of the spot" in New Orleans. Cannon said, "I said to [Saints & Hornets Owner] Tom Benson when we met on this whole stadium deal that we were going to be a member of the community. We were going to do our best not to just show up and slap logos around and use the Superdome for a backdrop for our marketing." Cannon added, "This is just another opportunity. We could've shot this probably easier in LA, but we decided ... let’s be authentic, let’s bring a couple of jobs down there. It brings money in and it brings attention, and attention helps" (, 11/30).

MAKING ITS DEBUT: ADWEEK's Christopher Heine reports Lincoln has bought an ad during Super Bowl XLVII, the auto maker's "first-ever commercial during the game." Ford Motor Company reps "have been tight-lipped" about the ad. But marketing execs said it will be "extremely social." The ad is part of an "integrated campaign" called "Introducing the Lincoln Motor Company," which will debut tonight during CBS' primetime programming (, 12/3).
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