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Tennis star Roger Federer becomes Mercedes-Benz brand ambassador

Mercedes-Benz has recently announced that it will be adding a new face to promote their 2013 GL-Class, 2012 Wimbledon Champion Roger Federer. The campaign, which is launching just in time for the 2012 US Open, will include television, social media, events and print ads, entitled “Many Rogers”.

While Roger Federer has been with the brand since 2010 an ambassador for Mercedes-Benz China since 2008, the new campaign, for the first time, will focus solely on Federer. The Many Rogers ads will use self-effacing humor while following the tennis star through his tasks in his everyday life. The ads will focus on his roles as World Class Athlete, International Celebrity, Tennis Idol and Dad.

Mercedes-Benz print campaign will launch at the end of August. It features a four-color execution and reads, “Proud holder of 16 Majors, 74 Singles Titles and twin daughters.” The title was chosen by Roger Federer Facebook fans during a contest that ran in June, according to Mercedes. While Roger uses other tag lines for the GL like, “full-sized, seven-passenger Mercedes to fit your many lifestyles,” as said in the commercial.

Mercedes-Benz Tucson fans can watch the commercial here, or check it out on ESPN during the US Open.

The new GL model lineup for 2013 ranges from the turbodiesel GL350, which features BlueTEC technology and has an output of 240 hp and 455 lb-ft or torque to the high-performance GL63 AMG which has 550 hp and 560 lb-ft of torque and is powered by a hand-build AMG 5.5-liter biturbo, direct injection V8. Between these two contrasting models are the popular GL450 (362 hp, 406 lb.-ft.) and GL550 (429 hp, 516 lb.-ft.), both equipped with new direct-injection biturbo V8 engines.

Mercedes-Benz believes that Mr. Federer’s personal brand is a perfect match for the company, both being described as pristine and timeless. Roger has recently won his 7th Wimbledon title, regained his No. 1 ranking, and proven his dominance on the tennis court is to be as lasting as a Mercedes-Benz. Mercedes is also planning several fan experiences at the US Open including a display of the concept-style coupe. This experience will be accompanied by a Photo Station at the Mercedes-Benz Brand Center located at the USTA Tennis Center.

Mercedes-Benz has also announced that there will be multiple behind-the-scenes elements including footage of making the TV commercial, tournament updates, and the actual GL vehicles. The behind-the-scenes extras will be posted to both Roger’s Facebook and MBUSA’s Facebook pages.

For more information on Roger Federer check out his Facebook page, for more information on his partnership with Mercedes-Benz or on the new 2013 GL-Class head down to your Arizona Mercedes-Benz dealer.

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