- Supermodel Kate Upton and the 2014 Mercedes-Benz CLA are set to star in a 60-second commercial during the 2013 Super Bowl.
- Mercedes-Benz on Tuesday released a video on YouTube that shows Upton washing a Mercedes-Benz CLA.
- The German automaker says the CLA is expected to bring in new buyers.
MONTVALE, New Jersey — Supermodel Kate Upton and the 2014 Mercedes-Benz CLA are set to star in a 60-second commercial during the 2013 Super Bowl.
Mercedes-Benz on Tuesday released a video on YouTube that shows Upton washing a Mercedes-Benz CLA.
"What's hot?" says an accompanying text. "The all-new Mercedes-Benz CLA. What's hotter? Kate Upton washing it in slow motion."
The teaser video features a burlesque-style soundtrack and features Upton blowing soap bubbles off of her hand. Members of what appears to be a high school football team perform the bulk of the car-washing, complete with a shot of a hose spraying water up into the air.
"You missed a spot," Upton says as the video concludes.
The video is polarizing, given the reaction to it on the automaker's Facebook page.
"Anyone who says this commercial is degrading to women is either gay or fat and unattractive or both," said one comment. "This ad made me want to learn more about the car."
The teaser video appears to be inspired by the lascivious car-washing scene in the 1967 Paul Newman movie Cool Hand Luke.
Mercedes-Benz USA did not respond immediately to a query from Edmunds asking if the teaser video meant that the CLA was aimed at men and not women — and if the video was inspired by Cool Hand Luke.
The German automaker said in a statement that the CLA is expected to bring in new buyers. The Mercedes-Benz 2013 Super Bowl ad will debut in the fourth quarter of the game.
The Super Bowl ad "is a tongue-in-cheek depiction of how far a person might go to get their heart's desire and what shape the 'good life' might take," said Mercedes-Benz earlier. "Filmed in part on location in New Orleans, MBUSA went full throttle with star power, including Kate Upton and Usher playing themselves."
In February 2012, The New York Times described Upton as "a largely self-created phenomenon." Upton, a Michigan native, was a Sports Illustrated Swimsuit Issue cover model last year.
Edmunds says: The Internet firestorm about the new Mercedes-Benz ad featuring Kate Upton is just getting cranked up.