The multi-million pound spot, which breaks this weekend, features Del Toro, best-known for his Oscar-winning role as a Mexican cop in 'Traffic', and the £68,000-plus car in an exotic desert location. It is designed to reinforce the Mercedes brand's premium positioning.
Mercedes' ad strategy of the past three years has played up the lower end of the car-maker's range, which some industry marketers have warned risked damaging the marque's luxury status.
A source close to the car manufacturer said the new ad came out of a strategy review in which Mercedes marketers concluded that advertising its volume sales models in the A, C and E series was not enough.
The work is the first by CDD Testa, which won the Mercedes account from Partners BDDH in November last year.
Mercedes' May UK sales were up 25.94% on May 2001, according to the Society of Motor Manufacturers and Traders, and up 12.94% for the year to May, with 2.95% market share.
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