red carpet

Oscars Watch: Mercedes-Benz Evokes Hollywood Heyday with New SL Roadster Commercial

Posted by Shirley Brady on February 23, 2012 12:10 PM

Mercedes-Benz has bought a prime-time slot during one of the most-watched television events on the planet — the Academy Awards ceremony — with the commercial above premiering during Sunday's Oscars telecast on ABC.

The minute-long spot touts the sixth generation SL with, appropriately, a vintage nod to the model's storied history, from the 1950's SL roadster through to the 1960's and so on to the latest iteration, the 2013 model, which passes them all on a soft-glowing sunny California day.

The description for the Oscars commercial: "With each new generation of the SL, we've redefined the standard for luxury roadsters with one iconic design after another. We now give you the 2013 SL550, a culmination of five generations of standard-setting progress."

Below, watch the brand's look back at the model's evolution: "For 60 years the Mercedes-Benz SL has been an automotive icon, synonymous with outstanding innovation and refined athleticism. From the 1954 300SL to the new SL63 AMG, this classic luxury roadster continues to set standards for what a car should be."

Below, at the recent Mercedes-Benz Fashion Week in New York, Nicola Ehrenberg-Uhlig, Mercedes-Benz Manager of Color and Trim shares her inspiration behind the luxury cars her team designs as well as the interior of the all-new 2013 Mercedes-Benz SL550 The background of the interview features the SL550 from this season's Mercedes-Benz Key Visual, photographed by Alex Prager.

In December, MBUSA released a preview before introducing the 2013 SL at the Detroit Auto Show in January: "Introducing the all-new 2013 SL-Class, the next generation of our definitive luxury grand tourer. Tracing its roots back to the original Gullwing, the 2013 SL550 is a showcase of everything Mercedes-Benz knows about automobiles—just like its vaunted predecessors. You'll find out more soon, but for now, here's a glimpse into the cutting edge chassis underpinning the all-new SL-Class."

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements