January 19, 2016 - 2:38 pm ET
Mercedes-Benz is sitting out the Super Bowl this year after it made a rare appearance in 2015 to tout the speedy AMG GT.
The brand, which has only run three Super Bowl ads, has an array of new models on the way that will need more targeted marketing approaches, a spokeswoman explained in an email today.
Last year, the brand went the animated route with a tortoise-and-hare race that was turned upside down by the GT. Mercedes had a steady build-up for the ad with a series of videos and social media posts.
So far, Mini, Acura, Audi, Honda, Hyundai and Kia have confirmed that they’ll run ads during Super Bowl 50 on Feb. 7.
Advertising during the big game didn’t align with the brand’s marketing objectives this year, according to the spokeswoman.
“Obviously the reach of the Super Bowl is huge -- as is the expense,” she wrote in an email to Automotive News.
In the lead-up to last year’s game, Mercedes put Pro Football Hall of Famer Jerry Rice in charge of a fictional sports debate show revolving around "The Big Race" between the tortoise and hare. Another Mercedes teaser starred ESPN's Mike Golic and Mike Greenberg, hosts of the "Mike & Mike" radio and TV talk show.
The spot debuted on “The Ellen DeGeneres Show.”
Watch last year's superbowl ad here -->> https://youtu.be/LQvdIGeUUvo