Mercedes looks to use Super Bowl to draw younger drivers

12/3/2012 | Advertising Age (tiered subscription model)

Mercedes-Benz is trying to widen the appeal of the brand to 30- and 40-year-old drivers with its Super Bowl spot for the new, less-expensive CLA model. Kate Upton and Usher will reportedly appear in the Merkley + Partners spot. "Celebrity plays with the young audience, and we are stepping up our game. If you want to step on that stage, you'd better be prepared to go big," said Steve Cannon, president and CEO of Mercedes-Benz USA.

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