Mercedes Benz révèle ses premières images pour le SuperBowl

Ce week-end, ont eu lieu les finales de conférence de la NFL, déterminant les 2 équipes qui s’affronteront durant le tant attendu SuperBowl, à savoir les San Francisco 49ers et les Baltimore Ravens. Mais d’un point de vue publicité, ce week-end fut aussi le théâtre pour quelques marques des premières révélations quant à leur intention pour le 47ème SuperBowl. L’une d’entre elles et sans doute la plus attendue est Mercedes-Benz.

En effet, Mercedes-Benz va sans doute vivre un SuperBowl unique puisque la finale se disputera dans la Mercedes-Benz SuperDome à la Nouvelle Orléans, un contrat de naming qui va offrir une très forte visibilité à la marque sur le continent américain. Pour marquer le coup, la marque se devait d’être présente dans les espaces publicitaires vendus si cher cette année (entre 3.8 et 4 millions de dollars les 30 secondes) et elle a répondu présente en obtenant un écran de 60 secondes lors du 4ème quart-temps. Un pari donc, sachant que la performance sportive peut influer sur l’audience de ce quart-temps : une équipe qui mène largement pourra faire chuter l’audience vs un score serré qui peut ramener encore plus de monde devant la TV…

kate-upton-mercedes-benz-super-bowl-commercial-00Pour s’assurer une forte visibilité et une forte notoriété, Mercedes-Benz a décidé de parier sur 2 superstars, Usher et la mannequin Kate Upton, pour faire la promotion de la nouvelle Mercedes CLA, qui apparaitront dans ce qui va être la publicité la plus sexy de ce SuperBowl.

Pour nous mettre l’eau à la bouche, Mercedes-Benz a dévoilé 4 teasers de 15 secondes et 1 teaser de 30 secondes, que voici, le tout sur l’air connu des Rolling Stones, Sympathy for the Devil. Un print est paru dans ESPN Magazine et le making-of/behind-the-scenes devrait être publié en amont du SuperBowl.

[youtube]http://www.youtube.com/watch?v=FWjycKOsI2o[/youtube]

[youtube]http://www.youtube.com/watch?v=kQDlcXKAfJ4[/youtube]

[youtube]http://www.youtube.com/watch?v=inmFqaz1OP8[/youtube]

[youtube]http://www.youtube.com/watch?v=DVhwEH5kxmk[/youtube]

[youtube]http://www.youtube.com/watch?v=T5vRD_GB7JE[/youtube]

Un teasing qui révèle peut-être déjà trop la publicité dans sa version longue. En effet, la stupéfaction des personnages, la température qui monte, les portes qui claquent sont un peu les ingrédients habituels de la publicité dans le monde automobile pour faire la promotion d’un produit qui sera porté par deux ambassadeurs ultra-sexy qui sont censés parler à la cible.

Du coup, j’ai hâte de voir ce que Mercedes-Benz a vraiment sous le capot pour le 47ème SuperBowl !

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  1. Pour info, le Super Bowl se déroulera cette année au « Mercedes-Benz Superdome » à la Nouvelle Orélans et non pas à Houston 😉

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