Kate Upton's new Mercedes-Benz commercial draws controversy

Kate Upton attends the "No" premiere on Oct. 12, 2012, in New York. / Getty

A new Mercedes-Benz commercial featuring model Kate Upton is drawing some heat from critics.

The ad, titled "Kate Upton Washes the All-New Mercedes-Benz CLA in Slow Motion," is reportedly slated to air during next weekend's Super Bowl. The 20-year-old Sports Illustrated Swimsuit Issue cover girl doesn't actually wash any cars in the commercial -- that's left to a group of young men in football jerseys who gawk as she blows soap suds out of her hand, struts over and tells them: "You missed a spot."

A spokeswoman for the Parents Television Council told the Daily Mail that the commercial "isn't selling cars, it's selling sexual objectification."

"This ad [reinforces] for millions of wives, daughters and sisters across the country that you use your sex appeal to get what you want," the spokeswoman said. "If anything, this ad proves that we've regressed rather than progressed over the last several years."

Reviews on the brand's YouTube and Facebook pages were mixed. Some called the commercial "tacky," "cheap" and "classless," while others didn't see what all the fuss was about. One commenter pointed out: "With all of these comments and publicity, the ad is CLEARLY effective!"

Dean Crutchfield, a brand expert and Forbes advertising blogger, told Yahoo! Shine that the sexy ad is a "risky" move for the car company.

"They're clearly working on a new strategy, by picking a lane that's not standard for a luxury brand," he said, adding, "To have an ad that would be perceived as crass? This would potentially have a negative impact...The other side of it, though, is it stands out. And you want to do that."

[gdaytona8]

It really worries me that this commercial promotes at home carwashing. The automakers know what problems occur with incorrect car washing. And yet they put something this influencial on a national platform. Hundreds of us in the car wash industry spend day in day out trying to educate the naive public of the hazards of washing cars in parking lots, driveways, and streets. It seems all of our hard work will be "washed away". What a shame. It was a lovley planet.

[pammmmmm]

Well she isn't trashed out like Paris Hilton or Britney spears or Jessica Simpson. She looks semi-conservative, actually.

[robertpaul777]

It's amazing to me that with the internet and all the trash on it that anyone would complain about this commercial. As for the critics, women have always had the power. Not sexist just fact

[twmat311]

The Kaley Cuoco Toyota ad is better. Both seem to be easier-maintenance.

[kbbpll]

But of course portraying men as incompetent doofuses alongside the "do everything" woman is perfectly ok.

[twmat311]

As a male, I find this ad funny, but pretty accurate.

[UForgotPoland]

Sex isn't scary, I wish these censorship organizations would take a chill pill and realize we don't live in the Victorian era anymore.

[twmat311]

Amazing how every "attractive" woman is an evil trollop. What are women in (or not in) relationships afraid of? If each partner is truly satisfied, who needs to look around?

If your partner is drawn to someone or something that bothers you, talk it out. Or just deny them, and take your lumps.

[venusvegasvada]

Oh for pete sake what's the problem with this commercial?

I mean really? Lighten up.

[johnlockesghost]

A spokeswoman for the Parents Television Council told the Daily Mail that the commercial "isn't selling cars, it's selling sexual objectification."
True, but aren't most automobile ads doing the same thing? So, nothing new here.

"This ad [reinforces] for millions of wives, daughters and sisters across the country that you use your sex appeal to get what you want," the spokeswoman said. Whether or not you're willing to admit it, females have been doing this for millions of years. In some cases, their lives depended on it. So, after using their sex appeal for such a long period, it would seem that to do otherwise is really against the laws of nature.


"If anything, this ad proves that we've regressed rather than progressed over the last several years." As stated above. Now in Germany, the home of Mercedes Benz, the woman in the ad would probably be topless. I can just imagine the laughter her comments would generate.

[lloydbest1]

One of the first things a Ad-exec-in-training learns about the business is the "hook". Something that grabs the audience.

The two most effective hooks are sex and babies. With these two, you can get the attention of both the male and female audience.
The ad where Ms. Upton struts her "stuff" tells us more about our culture than it does about Kate or the Advertising industry.

[canislupus16]

any animal is a good "hook" also

[pedalit]

nice headlights