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Toyota and Mercedes begin the Super Bowl ad teases with dads and hares

Advertising Age says pregame buzz is where Super Bowl advertisers really build momentum for their Big Game commercials, so let the teasing continue. We've seen the 30-second spot for the Lexus NX, Mercedes-Benz and Toyota are next out of the tunnel with campaigns that focus on a fable and fathers, respectively. The Mercedes tease gets former NFL wide receiver Jerry Rice lining up a talking-heads debate with eight-year-old Andrew Hunter about whether Hunter's hare could beat a tortoise in a race, but it's a disaster before it even begins. In what will be a continuing storyline, a social media component lets people side with #TeamTortoise or #TeamHare, with "a Big Race viewing party" going to a lucky winner. Mercedes also promises there'll be a hero at the end, which we imagine will something in the Three-Pointed-Star family as opposed to the Testudinae or Leporidae families. Toyota's all about the biological family, rolling out a series of tweets and Vine videos showing off ex-NFL'ers and their kids to hype the "One Bold Choice Leads to Another" campaign for the Camry. The profiled paterfamiliae will be examples of those "who have contributed to their families' lives in bold ways." A 60-second spot during the pre-game will feature Paralympic athlete Amy Purdy, then those stand-up dads will get their own 60 seconds during the second quarter. The social media tag for this one is #OneBoldChoice. You can watch Mercedes' opening salvo above, and check out a Toyota tweet with ex-quarterback Kurt Warner below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: Automotive News - sub. req., Mercedes-Benz, Toyota via YouTube (M-B), Twitter (Toyota) Celebrities Marketing/Advertising Mercedes-Benz Toyota Super Bowl Commercials Videos

Mercedes' CEO says Google should study car use, not car building

Google is rapidly throwing its massive weight into many facets of the auto business. Not only does the search behemoth want to take on Uber, offer car insurance quotes and run a specific version of Android on future infotainment systems, but the company is also at least toying with the idea of constructing its own completely autonomous vehicles. Such a powerful corporation entering the industry could frighten some automakers, but Daimler boss Dieter Zetsche isn't worried. The mustachioed executive doesn't believe that Google actually means to become an automaker but is instead just studying how people use cars. "Google and the likes want to get involved, I don't think in the first place to build vehicles," he told analysts, according to Reuters. Zetsche sees future collaboration with the technology giant in a quite nuanced way in that there are some things they can be partners on and other places where the two corporations might be competitors. One area where Zetsche potentially predicts an antagonistic relationship with Google regards data privacy, a concern is becoming a hot topic in the auto industry at the moment. Zetsche foresees the future of safety in Mercedes-Benz vehicles as protecting occupants not just physically but also safeguarding their personal information. "To be able to provide that, we have to keep control, and we can't do that when it is collected by Google," Zetsche said to Reuters. News Source: ReutersImage Credit: Gero Breloer / AP Photo Mercedes-Benz Technology Emerging Technologies Infotainment Autonomous Vehicles

Daily Driver: 2016 Mercedes-Maybach S600

Daily Driver videos are micro-reviews of vehicles in the Autoblog press fleet, featuring impressions from the staffers that drive them every day. Today's Daily Driver features the 2016 Mercedes-Maybach S600, reviewed by Adam Morath and Greg Migliore. You can watch the video above or read a transcript below. Watch more Autoblog videos at /videos. VIDEO TRANSCRIPTAdam: [00:00:03] Hi, I'm Adam Morath for Autoblog and I busted out the bowtie for today's Daily Driver because we are in a 2016 Mercedes-Maybach S600. Now, this is like the S-Class on caviar. They've taken one of the most refined vehicles in the world, dropped a V12 under the hood and added tons of content, but it's also one of the rare examples where the best place for review the car is not from the drivers' seat. I'm going to kick it back to my associate, [00:30:00] Greg Migliore to tell you a little bit more about this car.Greg: All right, well thanks, Adam. It's really great to be rolling around in Birmingham with my footmen... I mean co-worker, Adam. I'm in the back of the S600 here. This Maybach is spectacular in so many ways back here. I'm really up to my elbows, up to my waist in heated leather. Everything here is heated. It's a really, really, bespoke setting. Now, it's almost 3:00. I think, you know, happy hour is near. I could go for a drink. [00:01:00] The Maybach has you covered. Pop this right down, you're going to pull this out right here where my liquor is chilling and there is a nice faster right here in the center console where you can put your goblet down and these prongs stick out and wrap around the stem of the base, so you know, if Adam hits a bump here, hey, I'm cool, it's no problem. Now, while I'm back here, there's so many things I can do. There's a tablet in front of me. [00:01:30] There's a remote control, light very aerodynamic if there is such a thing for a remote. I'm going to tune up the radio here, put on some, I think I'll tune up the symphony hall, because that is what is appropriate in this vehicle. I can also queue up a massage if I would like. All jokes aside though. The Maybach is big business for Mercedes. They brought this name back recently because there's a different sort of value than just a standard S class and that actually allows them to capitalize [00:02:00] on a pretty lucrative market. It starts at about $190 and I can tell you for sure this is not an entry level car, so I'm sure we're looking at over $200, in that range, but you get a lot.