Now that it's managed to leverage the Kate Upton factor, has released an extended-cut version of its Super Bowl commercial featuring the supermodel (along with Usher and a devilish Willem Dafoe) and has revealed the price of its stylish new CLA Class sedan at $29,900, Mercedes-Benz can just sit back and watch the returns roll in for its Big Game presence — right?

Not by a long shot. Mercedes-Benz executives, dealers and others are busy this week attempting to take maximum advantage of the other significant part of their brand-building opportunity connected to the Super Bowl: having their name on the Mercedes-Benz Superdome that will be hosting the game on Sunday.

From the start of this Super Bowl XLVII season, Mercedes-Benz has embraced the association with the Big Easy that began in earnest with a naming rights deal that led to the placing of its iconic star emblem all over the Superdome in 2011 in full knowledge that the 2013 Super Bowl would be played there. For the game on Sunday, Mercedes-Benz signage will be more apparent than ever.

"And every time the game commentators on TV are going back to the game, they're going to be saying, 'Let's get back to the Mercedes-Benz Superdome,'" Bernie Glaser, CMO of Mercedes-Benz USA, told brandchannel.Continue reading...

Above, watch the first TV spot for Jim Beam Devil’s Cut – a stronger (90 proof) and higher-priced ($23.99 vs $15.99 for regular Jim Beam) bourbon, which launched last year. It's also just the second television ad in the Jim Beam brand’s history, following last year's "Bold Choices" campaign starring Willem Dafoe.Continue reading...

Above, watch the first TV spot for Jim Beam Devil’s Cut – a stronger (90 proof) and higher-priced ($23.99 vs $15.99 for regular Jim Beam) bourbon, which launched last year. It's also just the second television ad in the Jim Beam brand’s history, following last year's "Bold Choices" campaign starring Willem Dafoe.Continue reading...

In a new campaign that merges a Tom Waits video with Being John Malkovich, Jim Beam's new "Bold Choice" campaign and tagline launched on US cable channels this week. The first TV commercial, "Parallels," stars actor Willem Dafoe in an array of guises (above) including fashion designer and sumo wrestler. Check out the longer spot for online after the jump.Continue reading...