Mercedes Unveils 'Sex And The City'-Linked Ads For New Car

sex and the city MBenz adMercedes-Benz on Sunday launched an ad push for a vehicle that doesn't go on sale until January. What gives? It's probably never too early to start promoting a new car in a segment in which one hasn't participated before. But also, the vehicle is likely to have a high percentage of women behind the wheel, and New Line Cinema probably won't hold the film version of "Sex and the City" until Christmas. 

Mercedes' forthcoming GLK vehicle has a prominent spot in the film, along with the S Class ("Samantha Jones" played by Kim Cattrall drives the first, and "Mr. Big" played by Chris Noth drives the second). And the film gives some spotlight to the yearly Mercedes-Benz Fashion Week recreated as a backdrop for a pivotal scene in the film.

Mercedes started airing a 30-second "Sex and the City" TV spot as part of an effort around its participation in the film that includes the microsite mbusa.com/sexandthecity, displays at dealerships, title sponsorship of the film's New York City premiere, and loyalty programs such as nationwide movie screenings and "premiere events." There will be similar programs in Canada, Europe, Japan, and other parts of Asia.

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Steve Cannon, VP/marketing, Mercedes-Benz USA, says the company's goal--vis à vis movie placement and promotional deals in general--is to be involved with one major tentpole movie per year. Last year, Mercedes had such an integration in the Nicolas Cage film "National Treasure" to promote its redesigned C-Class sedan. Cannon says the car had seven minutes of fame in the film, as a participant in what Cannon says was the longest chase scene ever filmed in London.

On TV, Mercedes-Benz has product placement deals with shows like "Two and a Half Men" and "The Amazing Race." "As long as it fits with brand," says Cannon.

The new "Sex and the City" TV spot is a faux documentary featuring a "Sex and the City" production assistant, grip, make-up artist and publicist and crew, all played by actors who seem to be talking about Sarah Jessica Parker, who reprises her role as Carrie Bradshaw. "When you're that beautiful, and that powerful, people love to say that you have attitude," says the publicist, "but she's not a diva." "Does she have attitude? Yes!," quips the grip. It turns out that the actors are really talking about the GLK-Class in the film.

The spot runs on ABC, CBS, and NBC, Fox and CW as well as cable channels such as Bravo, CNBC, Headline News, E!, AMC, TBS, The History Channel and National Geographic. A print complement will appear in a special "Sex and the City" issue of Entertainment Weekly in May.

The mbusa.com/sexandthecity site has a virtual tour in which the GLK visits NYC spots from in the film. It also has film-related photos, video specials from the film and downloadable content plus glimpses from behind-the-scenes, including the recreation of Mercedes-Benz Fashion Week at Bryant Park.

On May 27, Mercedes-Benz is a presenting sponsor for the "Sex and the City" premiere at Radio City Music Hall, as well as "premiere events" at movie theatres across the United States. Mercedes-Benz dealers will host 34 screenings in 30 markets.

The automaker began working with the studio last year, per Cannon. "We have had a dedicated internal resource [in Hollywood] for three years. The requests come frequently enough that we needed dedicated staff to interface with studios." He says Mercedes has had to double its stable of Hollywood-based movie- and TV-ready cars to around 68.

The ads will run for the two weeks leading up to the film's debut.

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