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Mercedes-Benz - Soul

February 03, 2013 | 1:00

After sitting out the Super Bowl in 2012, Mercedes-Benz was back in the game for 2013, a move that made sense considering the company sponsored the New Orleans Superdome, where the Super Bowl took place. Like Bud Light's ads in Super Bowl XLVII, "Soul" is set in New Orleans. The devil (Willem Dafoe) tries to get a man to give up his soul in exchange for a Mercedes CLA and, with it, a high-rolling lifestyle that includes the company of Kate Upton and Usher. The man is tempted until he finds out how affordable the CLA is and decides he can afford one on his own. 

The ad, a bid for younger consumers, was created by Omnicom Group's Merkley & Partners in New York. This is an extended version of the minute-long spot that ran during the game.

After Super Bowl XLVII, Mercedes and Merkley took another year off and then returned in 2015 for Super Bowl XLIX with a different, less ominous fable (called... "Fable").

Director: Repeat Super Bowl director Dante Ariola. Production company: MJZ. Director of photography: Philippe Le Sourd. Line producer: Natalie Hill. Senior executive producer: Scott Howard.

Executive creative director: Andy Hirsch. Creative group heads: Abi Aaron, Aaron Eiseman. Senior producer: Alex Kobak. Director of broadcast production: Gary Grossman. Director of business affairs: Pam Carden. 

VFX: The Mill L.A. VFX director: Tim Davies. VFX producer: Rachael Trillo. Sound mix: Heard City. Sound mixer: Philip Loeb. Editorial: Peepshow N.Y. Editors: Andrea MacArthur, Amanda Perry.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandMercedes-Benz
  • Year2013
  • AgencyMerkley & Partners
  • Superbowl #XLVII
  • Quarter airedQ4