Mercedes-Benz and Nintendo have teamed up for the first time, and the results are quite entertaining. In the new Japanese commercial for the Mercedes-Benz GLA SUV an 8-bit Mario smashes blocks, collects coins and runs over Goombas in a sleek Mercedes Benz SUV. When Mario beats the level, the game turns live-action, and the SUV throws up dust as it comes to a halt in the foreground. Then a grizzled, armored Mario gets out of the SUV to confront a Goomba before the ad ends with a close up of Super Mario’s angry face.
The new Super Mario-Mercedes ad started airing on Friday in Japan, and according to the Wall Street Journal, the collaboration between Mercedes-Benz and Nintendo is planned to continue throughout the summer.
Mercedes-Benz Super Mario Ad: First for Nintendo
This new ad is a relatively big deal for both Nintendo and Mercedes-Benz. That’s because this Super Mario ad is the first example of Nintendo licensing its intellectual property following the announcement from president Satoru Iwata that the firm was taking this step as it struggles with minimal profits from Wii games. The Mercedes GLA SUV will also be the first real-world car available in the soon-to-be-released “Mario Kart 8.”
Mercedes-Benz is also moving out of its marketing comfort zone with these new ads aimed at a younger, hipper gamer demographic. This is a big switch, as in the past, Mercedes has relied almost exclusively on slick, high production ads featuring handsome actors and actresses.
Statement from Mercedes Benz
“We are a relative newcomer in the market of SUVs,” explained Michie Ogata of the German auto manufacturer’s Tokyo communication office in a recent chat with the WSJ. “We felt we needed an element of surprise to grab consumers’ attention.”.
“Mario’s agility and the way he can move around anywhere also fit the bill” for the SUV’s image, she continued.