Mercedes-Benz has been part of a few Super Bowl advertisers in the past years, but the famous company will be jumping back into the game this 2017. The luxury brand is known to be the fifth automaker to buy ads in Super Bowl LI, following Kia, Honda, Audi and Lexus.
Mercedez-Benz USA marketing vice president, Drew Slaven, said: "We consider it still today to be the single most important communication channel a marketer can exploit." He later announced about the confirmation of the ad buy during an interview at the Detroit Auto Show.
Meanwhile, Slaven didn't approve to disclose creative details or identify which model will be featured on the spot. Merkley and Partners, Mercedez-Benz's lead agency will also be joining in making the ad together will other unknown partners.
Mercedes before ran Super Bowl ads in the year 2011, 2013 and 2015. Slaven has seen a news frenzy surrounding a 2016 presidential election that's why Mercedes sat out SuperBowl 50.
He said, "That was only so strenuous final year that a Super Bowl roughly as an eventuality was being drowned out." And he added, "I don't think we would have been there anyhow because we hadn't lined up a product that was worth investment."
Meanwhile, Mercedes revealed their 2018 E-class coupe during a press event at the Detroit Auto Show. The luxury brand company this 2017 will celebrate their 50th anniversary of Mercedes-AMG, which is a new sports car and high-performance brand. Their theme is "50 Years of Driving Performance". AMG originally started in an old mill in Burgstall, Germany, with Engineers Hans-Werner Aufrecht and Erhard Melcher goal was to develop and test racing engines for Mercedes-Benz vehicles.
The luxury brand Mercedes-Benz was the 2016 top-selling U.S. luxury brand, surpassing Lexus and BMW which won the title way back in 2015. This would be a great comeback for Mercedes.