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Super Bowl Commercials 2013: Mercedes-Benz Brings Star Power in New 'Soul' Ad

Mar. 28, 2012; New York, NY, USA; Kate Upton at the game between the New York Knicks and the Orlando Magic at Madison Square Garden. Knicks won 108-86. Mandatory Credit: Debby Wong-USA TODAY Sports
Debby Wong-USA TODAY Sports
Rob GoldbergFeatured ColumnistFebruary 3, 2013

With the price of Super Bowl ads going up every year, companies want to make sure they get everything right. Mercedes-Benz spared no expense in its commercial.

The commercial for the new CLA-Class has something that few others can match: serious star power.

You can watch the extended version here:

At the beginning of the advertisement, a man is greeted by a person who is supposedly the devil. He tries to get the average Joe to sign away his soul for a new car and all of the cool perks that go with it.

Over the next few scenes, the man becomes a star that is greeted by paparazzi and hundreds of fans. He even finds himself on a race track competing against IndyCars.  

It all ends with a humor element, where the price is released and the person decides that he would be better off simply buying the car. 

While this is not the most clever storyline, the thing that separates this advertisement is the people involved.

The devil character that opens the spot is portrayed by the talented Willem Dafoe. The actor has been nominated for Academy Awards for both Platoon and Shadow of a Vampire. He also starred in more popular hits like Spiderman and Boondock Saints.

This is certainly an upgrade over a random wannabe actor looking for his big break.

In addition, the dream sequence features appearances from Kate Upton and Usher. This is pretty realistic, as Upton is certain to be in the dreams of many Americans.

It is unknown how much each of these stars received for this commercial, but it is likely that it made a significant difference to the budget. Considering that a 30-second spot during the Super Bowl costs almost $4 million, according to Brad Tuttle of Time Magazine, this seems worth it.

Overall, the performances in this commercial will keep it in the running for one of the top ads of Super Bowl XLVII.


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