Mercedes' Super Bowl spot is a reimagined, animated version of "The Tortoise and the Hare" -- a cute re-telling with an appropriately motor-related twist.
There's also a twist to how the brand introduced the ad, by Merkley and Partners, directed by RSA's Robert Stromberg ("Maleficent") with VFX/animation by MPC, N.Y.
It was unveiled on the Ellen show, together with a car giveaway. To tie into Mercedes' "The Big Race" storyline, two "Ellen" audience members competed in "The Mercedes Race Around the Benz." The contestants wore tortoise and hare costumes and dashed around an obstacle course where, at one point, they rode big-wheel tricycles. Read more on the story over at AdAge.com.