Mercedes-Benz’ ‘Say The Word’ Ad Stars A-Class, MBUX, And Iconic Characters

Giancarlo Perlas February 10, 2019

The Mercedes-Benz A-Class and the Mercedes-Benz User Experience (MBUX) are front and center in the brand’s newest commercial, “Say The Word.” This high-tech, gateway sedan of the Mercedes-Benz model line was officially introduced at the Mercedes-Benz Stadium during the Super Bowl on February 3. The suggested retail price is $32,500.

The comedic, 60-second commercial features “stars” such as Atlanta-based award-winning “Dirty South” rapper/actor Ludacris, PGA champion Rickie Fowler, iconic Looney Tunes characters, film and television legend Lassie, and several more surprises.

The commercial, which aired during the second half of the Big Game, shows an A-Class owner making his way through the city while things are happening around him such as everyday dilemmas, sports outcomes, and the fate of iconic pop culture characters.

Drew Slaven, vice president of marketing for MBUSA, said that the MBUX will be a game-changer in the way drivers interact with their cars. The all-new entry-level A-Class is the best model to highlight this experience. The fact that the A-Class will have a more competitive price point of $32,500 means that “people who hadn’t considered Mercedes or thought owning one was still several years away will want to take a look.”

“And, given that we have some of the highest owner loyalty in the industry, once these new buyers join the brand, they’re likely to stay for quite some time – that’s why we’re debuting it on one of the biggest stages in the world.”

The MBUX interface consists of artificial intelligence that can learn driver preferences and provide customized suggestions based on them, grasp language and intent to answer queries, augmented reality to superimpose navigation data onto a wide-angle image of the road ahead, and natural language recognition that allows users to speak informally to the system.

The A-Class will soon arrive at Mercedes-Benz dealerships.



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About Author

Giancarlo Perlas

Giancarlo Perlas is an economist by profession with a career spanning nearly two decades. His professional journey has seen him assume vital roles in various government and private organizations, particularly in the blockchain and cryptocurrency sectors. Alongside his civic and corporate pursuits is his love for cars, particularly those made by Mercedes-Benz. In 2012, he found himself with like-minded individuals within BenzInsider. From then on, he used the platform as a way to share his passion with the automotive community. Follow his Facebook page at, X (formerly Twitter) @giancarloperlas, and IG @benzinsider. View all posts by Giancarlo Perlas →

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