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SBD/December 4, 2012/Marketing and Sponsorship
Ford Using Social Media-Inspired Super Bowl Ad To Reenergize Lincoln Brand
Published December 4, 2012
BACK IN THE GAME: AD AGE's Brian Steinberg noted after joining the Super Bowl's ad ranks in '11 and sitting out in '12, Mercedes-Benz is "poised to redefine its appeal to the game's massive TV audience." M-B USA President & CEO Steve Cannon said that the carmaker will use the Super Bowl to "introduce its CLA, a 'highly stylized four-door coupe' with what might be a surprising price." In its last Super Bowl appearance, entertainer Sean Combs "had a featured role." M-B said that it "intends to run its 2013 ad in the fourth quarter." There already have been reports that "suggest model Kate Upton and singer Usher will be featured in the new effort." The ads are "being crafted with Mercedes' longtime agency, Merkley + Partners" (ADAGE.com, 12/3).
SEX SELLS: AUTOBLOG.com's Chris Tutor noted Chrysler CMO Olivier Francois has "unveiled five new Fiat ads he says could be used in the 2013 Super Bowl." All five were previewed at the L.A. Auto Show last week and "show five different 'everyday' situations where the 500 acts as a catalyst to boost adrenaline levels." The first shows "an attractive female driver suiting up for a spin around a track in the new electric-powered 500e." Her drive "goes well until the second turn when, obviously, something goes wrong." The spot "ends with the tagline 'Environmentally Sexy' above a rocking 500e." The second ad has "two tuxedoed men in the front seat of a 500L trying to catch a glimpse of two young ladies changing into bridesmaid dresses in the back seat." The third and fourth ads also are for the 500L and "make clever twists on the 'Very family friendly' tagline." But Fiat "saved the best for last." Supermodel Catrinel Menghia returns with "a scorpion co-star slowly inching its way up her bikini-covered back." As the new 500 Abarth Cabrio "streaks by, the stinger-equipped arachnid makes a strategic clip with a claw and we get the tag, 'Small, wicked... and now topless'" (AUTOBLOG.com, 12/3).