Mercedes analyses results of Super Bowl ad
The dust has settled on this year's Super Bowl and it is time for companies to take a look at their returns from investing in the biggest international television audience of the year. The Super Bowl attracted a record 114.5 million viewers this year and Mercedes is likely to be feeling that its ad was money well spent.
The German luxury car manufacturer lost its US leadership to rival BMW in 2014 and must have given careful consideration to which of its top-selling cars should be promoted. In the end Mercedes chose a model that not many customers will buy; however, many will desire it.
The company's advert was a slick animation that resurrected the old fable of the tortoise and the hare. The tortoise crosses the finish line in front by driving the new AMG GT and the video ends with the company message: "Introducing the hare-raising power and performance of the Mercedes AMG-GT. It's no fairy tale."
This is a turnaround for Mercedes, as its 2013 ad for the CLA sparked an enormous sales demand. The AMG GT, which is priced at $220,000 (over £144,000), is probably not going to spark the same frenzied run on the showrooms; however, it could not have found a better launching platform that the Super Bowl.
The AMG GT will serve the company well in the future as an ambassador for what buying a Mercedes is all about and it may steal a few clients who were considering buying the Porsche 911.