A retelling of the tortoise-and-the-hare fable, this spot marked Mercedes' third Super Bowl appearance, and a return after a year off. Mercedes had last appeared in the game in 2013's "Soul,"  which also used some familiar characters but with a significantly darker tone.

"Fable," directed by RSA's Robert Stromberg ("Maleficent") with VFX/animation by MPC, N.Y., was unveiled on "The Ellen DeGeneres Show" together with a car giveaway pitting audience members against each other in a race wearing tortoise and hare costumes.

BRAND: Mercedes-Benz

YEAR: 2015

AGENCY: Merkley & Partners

SUPERBOWL: XLIX

QUARTER AIRED: Q4