Mercedes rivals Amazon’s Alexa in Super Bowl voice battle

Mercedes is positioning its new A-Class as Alexa on wheels, thanks to its MBUX voice-activation system. Say “Hey Mercedes” and it does what you want (although not quite as much as it does in this Super Bowl ad from Merkely & Partners.)

Nicely done, who’d have thought such systems could be so much fun.

Wouldn’t you get rather tired of saying “Hey Mercedes” though?

MAA creative scale: 7.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.