Mercedes criticized for Kate Upton Super Bowl spot

Some people say the full-length ad doesn't live up to the hype of the teaser, which has drawn more than 5.7 million views.

By Aimee Picchi Jan 31, 2013 3:33PM

First came the teaser for Daimler's (DDAIY) Mercedes-Benz Super Bowl ad, a one-minute-plus spot featuring model Kate Upton in a low-cut tank top blowing bubbles and supervising football players washing a car. 


The teaser proved hugely popular, with more than 5.7 million views on YouTube by Thursday alone. (To see the teaser, click here.)

Now that Mercedes-Benz has released its full Super Bowl commercial, which will run during Sunday's game on CBS, some critics are pointing out that Upton is barely seen in the actual spot. 


"The full version of the ad is bound to outrage all the commenters on the company’s YouTube site as well as its Facebook page who were mad because they didn’t get to see the model and actress spread out on the soapy, wet hood of the car," the Seattle Post-Intelligencer points out.


Nevertheless, the full version is likely to appease the Parents Television Council and other people who complained the teaser objectified women. The teaser proved "that we've regressed rather than progressed over the last several years," the PTC said, according to the Los Angeles Times.Image: A young man admiring a new car -- i love images/Cultura/Getty Images


On its own, the full Mercedes-Benz commercial hits its goal by combining sleek production quality, well-known stars and a bit of intrigue. The spot features actor Willem Dafoe as the devil, who tries to persuade a young man to sell his soul for a Mercedes-Benz CLA.


With the Rolling Stones song "Sympathy for the Devil" as its soundtrack, the ad shows the young man imagining himself dancing with Usher, walking the red carpet with Kate Upton and taking part in cover shoots for GQ and Vanity Fair. 


When the young man sees a billboard advertising the CLA's price as starting at $29,900, he turns down the devil's offer. "Thanks, but I think I got this," he says. 


The message? The luxury car is affordable for average folks.


That message might not satisfy fans of Kate Upton who were hoping to see more of the model.


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