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Toyota and Mercedes begin the Super Bowl ad teases with dads and hares

Advertising Age says pregame buzz is where Super Bowl advertisers really build momentum for their Big Game commercials, so let the teasing continue. We've seen the 30-second spot for the Lexus NX, Mercedes-Benz and Toyota are next out of the tunnel with campaigns that focus on a fable and fathers, respectively. The Mercedes tease gets former NFL wide receiver Jerry Rice lining up a talking-heads debate with eight-year-old Andrew Hunter about whether Hunter's hare could beat a tortoise in a race, but it's a disaster before it even begins. In what will be a continuing storyline, a social media component lets people side with #TeamTortoise or #TeamHare, with "a Big Race viewing party" going to a lucky winner. Mercedes also promises there'll be a hero at the end, which we imagine will something in the Three-Pointed-Star family as opposed to the Testudinae or Leporidae families. Toyota's all about the biological family, rolling out a series of tweets and Vine videos showing off ex-NFL'ers and their kids to hype the "One Bold Choice Leads to Another" campaign for the Camry. The profiled paterfamiliae will be examples of those "who have contributed to their families' lives in bold ways." A 60-second spot during the pre-game will feature Paralympic athlete Amy Purdy, then those stand-up dads will get their own 60 seconds during the second quarter. The social media tag for this one is #OneBoldChoice. You can watch Mercedes' opening salvo above, and check out a Toyota tweet with ex-quarterback Kurt Warner below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: Automotive News - sub. req., Mercedes-Benz, Toyota via YouTube (M-B), Twitter (Toyota) Celebrities Marketing/Advertising Mercedes-Benz Toyota Super Bowl Commercials Videos

Lexus NX, BMW i3 to get Super Bowl commercials

At this point last year, we'd been getting news on automotive-focused Super Bowl commercials for more than two months. The teasers hadn't come out yet, but manufacturers lined up for the super-expensive spots were making their intentions known. This year? Almost nada, until this week. BMW has said it will air a 60-second spot promoting the i3 during the first quarter of the game, the Munich firm returning to The Big Game after a four-year absence. BMW says, "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." We say that pitching a tiny range-extended hatchback during the beer-iest American sports orgy of the year should make for some neat commentary afterward. Lexus is putting its new NX crossover in the second Super Bowl commercial it's ever aired, eschewing the glitter of celebrities and glamor for a straight-shooting spot and the tagline, "Be seen, be heard, make some noise." Joining those two are Kia, Mercedes-Benz, Nissan and Toyota. The six confirmed carmakers are down from eleven last year, when car spots made up a quarter of the total ad time. The price to do business for 30 seconds this year: reportedly around $4.5 million, up a stacks from last year's $4 million. You can watch the Lexus commercial in the video above, and beneath that, the BMW press release below has a bit more information on its effort. BMW to Advertise All-Electric BMW i3 during Super Bowl XLIX. The all-electric BMW i3 is featured in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. Woodcliff Lake, NJ – January 15, 2015... Today, BMW announced plans to feature the all-electric BMW i3 in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. After a 4-year hiatus, BMW will be returning to the big game with a commercial during the first quarter. "As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility," said Trudy Hardy, Vice President of Marketing, BMW of North America. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." BMW i is BMW's forward-looking and sustainable brand dedicated to solving many of the mobility challenges faced by the world's most densely populated cities. The BMW i3 is the first of the BMW i vehicles constructed from the ground up primarily of carbon fiber.

Mercedes calling in CLS, E-Class over rubber seal fire risk

Mercedes-Benz has discovered a problem with certain E-Class and CLS-Class models and has notified the National Highway Traffic Safety Administration of a recall it's undertaking to resolve the issue. The problem is with the rubber seal at the back of the engine bay, which according to the statement below "may temporarily stick to the hood when it is opened and then may fall into the engine bay when the hood is closed." If it then comes into contact with the exhaust system, it could start a fire. And fires in the engine bay are never a good thing, unless they're contained entirely within the combustion chamber. The issue affects an estimated total of 147,224 E-Class and CLS-Class vehicles, all told, across America – including four-doors, wagons, hybrids and AMG performance models (but no E-Class coupes or convertibles) from the 2013-15 model years. To fix the problem, Benz dealers will simply need to attach four additional clips to keep the seal in place, and will start doing so midway through next month. RECALL Subject : Rubber Seal may Dislodge and Contact Exhaust Report Receipt Date: FEB 13, 2015 NHTSA Campaign Number: 15V088000 Component(s): STRUCTURE Potential Number of Units Affected: 147,224 Manufacturer: Mercedes-Benz USA, LLC. SUMMARY: Mercedes-Benz USA, LLC. (MBUSA) is recalling certain model year 2013-2015 E350 Sedan, E350 4Matic Sedan, E350 4Matic Station Wagon, E400 Hybrid Sedan, CLS 550 CGI, and CLS550 4Matic, 2013-2014 E550 4Matic Sedan, 2013 E63 Sedan, E63 Station Wagon and CLS63, 2014-2015 CLS63 4Matic, E63 4Matic Sedan, E63 4Matic Sedan "S", and E63 4Matic Station Wagon, 2015 CLS400, 2015 E400 Sedan, E400 4Matic Sedan and CLS400 4Matic and 2014 CLS63 "S". The affected vehicles have a rubber seal at the back of the engine bay that may temporarily stick to the hood when it is opened and then may fall into the engine bay when the hood is closed. CONSEQUENCE: If the rubber seal falls into the engine compartment, it may contact parts of the exhaust system, increasing the risk of a fire. REMEDY: MBUSA will notify owners, and dealers will attach four additional retaining clips to the rubber seal, free of charge. The recall is expected to begin by mid-March 2015. Owners may contact MBUSA customer service at 1-201-573-5339. MBUSA's number for this recall is 2015020001. NOTES: Owners may also contact the National Highway Traffic Safety Administration Vehicle Safety Hotline at 1-888-327-4236 (TTY 1-800-424-9153), or go to www.safercar.gov.