Ludacris Sings Opera, Lassie Saves the Day in Mercedes’ Super Bowl Ad
Star-studded commercial brings the laughs with a fun and funny new look at the A-Class.
Mercedes-Benz’s new star-studded, 60-second Super Bowl LII commercial, titled “Say the Word,” will air during the second quarter of the game this weekend. Helmed by award-winning director Noam Murro, it features an A-Class owner making his way through his city while engaging in some very cool supernatural exploits, including transforming a lame opera into a badass hip-hop show starring rap superstar Ludacris.
M-B’s Super Bowl ad is hyping its brand-new A-Class, the high-tech, gateway sedan for the Mercedes-Benz model line. The A-Class is making its official introduction during Super Bowl LII at the Mercedes-Benz Stadium on February 3 in Atlanta.
The new model features an industry-leading, in-vehicle command center, Mercedes-Benz User Experience (MBUX), pairing natural voice recognition with voice-activated artificial intelligence technology to seamlessly integrate with today’s multitasking lifestyle.
The comedic, star-studded 60-second Super Bowl commercial, “Say the Word,” which will air during the second quarter of the game, features an A-Class owner making his way through his city – exercising omnipotence over everyday dilemmas, sports outcomes ATMs and the fate of iconic pop culture characters – as well as transforming a lofty, operatic crescendo into a rap concert.
Mercedes’ madcap ad features Atlanta-based “Dirty South” rapper-actor Ludacris, PGA champion Rickie Fowler, iconic Looney Tunes characters, and TV legend Lassie along with several more fun surprises. But, of course, the biggest star in the ad is the A-Class, which is due soon at Mercedes-Benz dealerships across the country. Its breakthrough MBUX interface consists of: AI to learn driver preferences and provide customized suggestions based on them; augmented reality to superimpose navigation data onto a wide-angle image of the road ahead; and natural language recognition that allows users to speak informally instead of memorizing a roster of commands.
“The Mercedes-Benz User Experience 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,” said Drew Slaven, Mercedes’ V.P. of Marketing. “And, given that we have some of the highest owner loyalty in the industry, once these new buyers join the brand, they’re likely to stay for quite some time – that’s why we’re debuting it on one of the biggest stages in the world.”