Mercedes USA announced the big screen debut of the new Mercedes GLK that will take place in SEX AND THE CITY arriving on May 30. The Mercedes GLK will also appear in a 30-second TV commercial that will debut on May 11. Mercedes will also launch a microsite for the new GLK Class that will go online at www.mbusa.com/sexandthecity. In the movie the Mercedes GLK350 will be driven by Samantha Jones, played by Kim Cattrall.
Mercedes Press Release:
On May 30, when eager fans storm theatres nationwide to catch up with four of their favorite New Yorkers in the highly anticipated motion picture “Sex and the City,” they’ll see
some familiar Mercedes-Benz icons and a new member of the family making its screen debut.
Featured in the film are the Mercedes-Benz flagship S-Class sedan and Mercedes-Benz Fashion Week, which is the backdrop for some scenes. Moviegoers will also get a preview of the all-new 2010 GLK-Class, a new compact SUV that combines a unique blend of styling, versatility and performance. The GLK, which comes to the U.S. in January 2009, makes its film debut alongside “Carrie Bradshaw” (Sarah Jessica Parker), “Samantha Jones” (Kim Cattrall), “Miranda Hobbes” (Cynthia Nixon)
and “Charlotte York” (Kristin Davis), and stars in its own “Sex and the City” television commercial which begins appearing May 11.
The new 30-second television spot debuts May 11 will mark Mercedes-Benz USA’s latest activation on the marketing partnership with New Line Cinema’s “Sex and the City.” Additional elements include a special micro site located at www.mbusa.com/sexandthecity, displays at dealerships, title sponsorship of the film’s New York City premiere, exclusive movie screenings prior to the film’s release, and innovative local-market “premiere events.” Activation will also
take place in additional markets across the globe including Canada, Europe, Japan, and other parts of Asia.
“The Mercedes-Benz brand has always attracted trendsetters and style-makers and the partnership with New Line Cinema’s ‘Sex and the City,’ which personifies these attributes, is a very natural fit,” says Steve Cannon, Vice President of Marketing, Mercedes-Benz USA. “The movie is a great platform for us; it showcases Mercedes-Benz Fashion Week, shows off our S-Class in its natural
element and perfectly positions the new GLK-Class before it arrives in showrooms.”
In the “preview” advertisement for the GLK-Class, “Sex and the City” crewmembers portrayed by actors including a fictional production assistant, grip, make-up artist and publicist are interviewed behind-the-scenes about the film’s tempestuous leading star. “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. As the commercial closes we learn they’re not talking about any of the film’s leading actresses, but rather the all-new GLK-Class as seen in the film. The ad will run 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.
Concurrently, a new “Sex and the City” micro site will launch at www.mbusa.com/sexandthecity and include a virtual tour of the new GLK-Class that visits New York City’s hotspots as featured in the film. Exclusive photography, video specials from the film and downloadable content plus glimpses from behind-the-scenes including the recreation of Mercedes-Benz Fashion Week at New York City’s Bryant Park are also featured.
On May 27 Mercedes-Benz is a presenting sponsor for both the “Sex and the City” New York City premiere at Radio City Music Hall, as well as “premiere events” at movie theatres across the United States. Ticket holders attending these premiere events will watch the red carpet arrivals (live in some markets) from the star-studded New York premiere, followed by a screening of the movie in advance of its nationwide release.
Also prior to nationwide release, on May 29 Mercedes-Benz dealers will host a total of 34 exclusive screenings in 30 markets across the U.S. for invited customers to benefit the “Dress for Success” charitable organization. At the screenings, guests who donate at least one pair of shoes will receive two complimentary movie tickets. Dealerships will also have clips from the film and movie posters for display in showrooms.
About Mercedes-Benz and “Sex and the City”
In New Line Cinema’s “Sex and the City,” the all-new GLK350 is driven by Samantha Jones, played by Kim Cattrall. Scenes in the film take place at Mercedes-Benz Fashion Week, and Carrie Bradshaw’s love interest “Mr. Big” (played by Chris Noth) is chauffeured throughout the film in the S550 sedan.
Mercedes-Benz has a longstanding relationship with the entertainment industry, and maintains offices in Hollywood that explore and maximize branded entertainment opportunities. Starting with the script, projects are cultivated from the idea stage to the finished product and, when commensurate at the level of “Sex and the City,” production and marketing collaborations also take place.
The collaboration between Mercedes-Benz and New Line Cinema’s “Sex and the City” began last Summer (2007) when vehicles were provided for scenes in the film. In September the premium automaker partnered with New Line Cinemas to create scenes taking place at Mercedes-Benz Fashion Week in New York’s Bryant Park. In addition to driving the vehicle in the film, including scenes shot in December on Rodeo Drive in Beverly Hills, Miss Cattrall joined Dr. Dieter Zetsche, CEO of Daimler AG, for the global premiere of the Vision GLK at the Detroit Motor Show in January, 2008.
