As evident from the early presales of the film, there is huge buzz for New Line Cinema’s Sex and the City 2, due from Warner Bros. Pictures on May 27th. Sex and the City style icons Carrie, Samantha, Charlotte and Miranda are back and the four friends remain true to their exclusive lifestyle as they escape from the city and find themselves embarking on adventures in the ultra-luxurious Maybach and the Mercedes-Benz G-Class SUV. Back home in New York City, Mr. Big. keeps his S-Class, but moves to the new eco-friendly S400 Hybrid, and Carrie and Mr. Big embrace summer chic by heading to Connecticut behind the wheel of their all-new 2011 E-Class Cabriolet, which makes its own retail debut June 2010.
“Based on the success of the first movie and its ability to attract trendsetters and style-makers, Sex and the City 2 is a natural fit for Mercedes-Benz,” says Steve Cannon, Vice President of Marketing, Mercedes-Benz USA. “The movie provides a great stage for us; it showcases our new eco-friendly flagship S-Class, ruggedly sophisticated G-Class and ultra luxury Maybach line in their natural elements. It also perfectly positions the new E-Class Convertible just as it arrives in showrooms.”
About the “Sex and the City 2” featured vehicles
In Sex and the City 2, four very different vehicles appear in numerous scenes: the all-new E-Class Convertible, the S400 Hybrid Sedan, the G-Class SUV and the ultra-luxury Maybach sedan.
While Mr Big still tours New York City in his Black S-Class, he’s now being driven in a new Mercedes-Benz S400 Hybrid. Carrie and Mr. Big then jaunt off for the weekend in their silver E-Class Cabriolet. The debut of the all-new E-Class Cabriolet previews the chic, elegant, and versatile four seat, three-layer soft top convertible that can go up or down in 20 seconds at speeds up to 25 miles per hour, AIRCAP (a new system that significantly reduces airflow and wind noise for all four passengers), AIRSCARF (outlets that blow warm air on the necks of front passengers) and the latest in luxury and safety technology, it’s the vehicle of choice for those who want to enjoy open-top driving without sacrificing style, sophistication and comfort.
When the four ladies head for an exotic “girls-only” trip, they are chauffeured through their adventures in the exclusive comfort of luxurious Maybach sedans.
Mercedes-Benz USA E-Class Cabriolet commercial support
In addition to its appearance in the movie and further highlighting the universal appeal of the 2011 E-Class Cabriolet, Mercedes-Benz will debut a humorous print advertisement based on the familiar four ‘girls’ personalities.
The Sex and the City 2-based print ad for the E-Class Cabriolet features the same Quartz Blue E-Class Cabriolet that arrives for a Connecticut wedding scene in the movie. Set on a spotlighted stage with its top down, the E-Class Cabriolet perches beneath sparkling lights that are arranged to say, “Stylish Enough for Carrie, Luxurious enough for Charlotte, Smart enough for Miranda and fast enough for Samantha.” Near the Sex and the City 2 movie logo at the far right continues the tag, “The stunning. The talented. The New Mercedes-Benz E-Class Cabriolet.”
Supporting the exclusive print ad, a customized TV spot which features the use of AIRCAP will use the closing tagline, “The New Mercedes-Benz E-Class Cabriolet. See its debut in Sex and the City 2, opening in theatres May 27.” The ad will run on in entertainment areas via national cable and syndication, via Spot TV in 17 of the top Mercedes-Benz markets for two weeks leading up to the movie’s premier. The top channels include Bravo, E! Entertainment TV, USA, TNT and HGTV, and the top entertainment shows are ET, Extra, The Insider and Access Hollywood. The print complement will appear in Entertainment Weekly, The Hollywood Reporter and Variety magazines.
Microsite directly reaches customers and enthusiasts
Concurrently, a new Sex and the City 2 micro site has been launched at www.mbusa.com/sexandthecity2 and includes a virtual tour of the new E-Class Cabriolet as featured in the film. The microsite invites fans to take a journey through New York's nightlife. Each of the menu items features a specific street which also plays a part in the film. Navigation is via signposts.
During their tour, fans will find a host of information on the film, the official trailer, as well as a picture gallery depicting scenes from the film and the shooting of the film. In addition, the microsite also has information on Mercedes-Benz connection to fashion, as well as the E-Class Cabriolet.
Facebook brings Sex and the City 2 style to fans and a trip for four to NYC
Launched the week of May 10, the Mercedes-Benz interactive Sex and the City Facebook page (www.facebook.com/sexandthecity2roadcouture) brings glamour to everybody’s home. Upon entering the site, fans are greeted by a Mercedes-Benz E-Class Cabriolet, filled with 27 gift boxes. Each box contains a sexy prize, such as a Swarovski wrist watch, an HP entertainment notebook, or the sunglasses Carrie is wearing on the Sex and the City 2 poster.
Only a specific gift box can be opened each day. Anyone who works out the clue and opens the correct box is entered in the day's prize draw. All participants are included in the draw for the main prize. The last gift box is opened to coincide with the film’s launch in cinemas on May 27, 2010, with the grand prize being a firsthand opportunity to experience the lives of Carrie, Samantha, Charlotte and Miranda in New York. Together with three friends, the winner will be flown to New York City in September as VIP’s to attend Mercedes-Benz Fashion Week. All winners are chosen each day at random and notified via email.
About Mercedes-Benz and the Sex and the City Franchise
Mercedes-Benz has a longstanding relationship with the entertainment industry, and explores branded entertainment opportunities. Starting with the script, projects are cultivated from the idea stage to the finished product and, when commensurate at the level of Sex and the City, production and marketing collaborations also take place.
The collaboration between Mercedes-Benz and New Line Cinema’s Sex and the City began with the first film in the Summer of 2007, when vehicles were provided for scenes in the film. In addition to the characters attending Mercedes-Benz Fashion Week in New York and having Mr. Big driven in an S-Class, Samantha was shown loading her new white GLK with designer bags after an extensive shopping spree in Beverly Hills.
About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is responsible for the distribution, marketing and customer service for all Mercedes-Benz and Maybach products in the United States. MBUSA offers drivers the most diverse line-up in the luxury segment with 12 model lines ranging from the sporty C-Class to the flagship S-Class sedans and CL coupes.
MBUSA is also responsible for the distribution, marketing and customer service of Mercedes-Benz Sprinter Vans in the US. More information on MBUSA and its products can be found at www.mbusa.com, www.maybachusa.com and www.mbsprinterusa.com
About Sex and the City 2
Carrie, Samantha, Charlotte and Miranda take another bite out of The Big Apple in Sex and the City 2, the sequel to the 2008 summer blockbuster. New Line Cinema Presents, In Association with Home Box Office, In Association with Village Roadshow Pictures, A Darren Star Production, A Film by Michael Patrick King, Sarah Jessica Parker, Sex and the City 2, starring Kim Cattrall, Kristin Davis and Cynthia Nixon, with John Corbett and Chris Noth. Written and directed by Michael Patrick King, based on the TV Series Created by Darren Star, based on Characters from the book by Candace Bushnell. The film is produced by Michael Patrick King, Sarah Jessica Parker, Darren Star and John Melfi. Toby Emmerich, Richard Brener and Marcus Viscidi serve as executive producers. The film will be released nationwide on Thursday, May 27th, and has been rated R for some strong sexual content and language. www.sexandthecitymovie.com