Kate Upton (image courtesy Sports Illustrated)
(CBS NEWS) -- A new Mercedes-Benz commercial featuring model Kate Upton is drawing some heat from critics.
Photo Gallery: Model Kate Upton Pictures
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."
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.
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