Mercedes-Benz – Soul

Alors que les premières images de la publicité de Mercedes-Benz au SuperBowl ne laissaient dévoiler grand chose (surtout pour le teaser avec Kate Upton), Mercedes-Benz dévoile aujourd’hui sa publicité pour le SuperBowl avec, comme annoncé, Kate Upton, Usher et l’Oscarisé Willem Dafoe.

Dans cette publicité, intitulée « Soul », Dafoe joue le rôle du diable qui essaie de passer un pacte avec un jeune homme en lui promettant la nouvelle Mercedes-Benz CLA et tout ce qui va avec. Le jeune homme se met alors à rêver de tout ce que pourrait lui apporter de vendre sa conscience au diable.


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Capture d’écran 2013-01-30 à 12.32.32

Pour sa 2ème publicité de son histoire au SuperBowl, Mercedes-Benz essaie de toucher une cible plus large que ses consommateurs habituels, plutôt friands de golf habituellement. La marque souhaite donc toucher les amateurs de bière et de football aux Etats-Unis à travers cette publicité qui devrait contribuer à la mémorisation et l’association de la marque à l’événement, déjà forte grâce au partenariat de naming avec le stade où se jouera le SuperBowl 2013, le Mercedes-Benz SuperDrome de la Nouvelle Orléans.

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