- Wednesday, Jan. 30, 2013
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- NEW YORK
Willem Dafoe plays the devil offering a tempting deal to a regular guy seated in a coffee bar. All he has to do is sign over his soul to Lucifer and he can have the new Mercedes-Benz CLA--shown on a billboard being posted across the street--and everything that goes with it.
The "everything" includes being on the red carpet with supermodel Kate Upton, dancing with Usher, being on the cover of magazines, becoming the heart throb for most of the country's young female population and racing the CLA on a NASCAR-like track against professional drivers in their hot mobiles.
We cut back to the bar where the devil has pen poised for the guy's signature--that is, until the last portion of the billboard across the way is posted, revealing the sticker price for the CLA being under $30,000. The guy looks back at Dafoe and declares he can handle this all on his own. Dafoe disappears in a poof of smoke as a voiceover advises, "Set Your Soul Free," with the new CLA slated for release in September.
An extended nearly two-minute version has been posted online in advance of the Big Game. A :90 version is scheduled to be telecast during the Super Bowl.
Dante Ariola of MJZ directed for NY agency Merkley+Partners.