• by Tanya Gazdik , 3 hours ago

With the U.S. Open tennis tournament right around the corner, Mercedes-Benz is running a spot featuring global brand ambassador Coco Gauff.

The campaign launched  Aug. 15 and will continue throughout the U.S. Open, which takes place Aug. 23 through Sept. 13. The creative will run across a mix of linear TV, digital and social channels, allowing Mercedes-Benz to engage audiences throughout the tournament period, according to the automaker. 

The brand posted a behind-the-scenes video showcasing the making of the spot on social media. The spot was created by Merkley + Partners and directed by Kevin Foley.

Mercedes-Benz announced its partnership with Gauff in December 2025. The luxury brand launched a social campaign featuring the tennis star in March. 

"When we look at ambassadors, we're looking for people who genuinely reflect what our brand stands for,” Mercedes-Benz CMO Melody Lee tells Marketing Daily. “Coco brings a unique combination of talent, determination and authenticity, and she's influencing culture in ways that extend far beyond tennis. As we continue to invest in the sport, she is a natural partner for Mercedes-Benz and an important part of how we're engaging the next generation of fans.”

Beyond the brand’s presence during the U.S. Open, Mercedes-Benz is shaping the broader global stage of tennis through a long-term partnership with the Women’s Tennis Association by becoming the organization's Premier Partner and Exclusive Automobile Partner in January. 

Mercedes-Benz also has a long history of supporting and empowering female athletes, as shown by the brand’s investments in the Augusta National Women’s Amateur and F1 Academy.  

The automaker’s ambassador roster includes global talents from across sports, entertainment and culture. Current ambassadors include tennis champion Roger Federer and Coco Gauff, golfers Bernhard Langer and Ludvig Åberg, NFL star Odell Beckham Jr., singer-songwriter Alicia Keys and actor Aaron Paul.