Mercedes-Benz’s new A-Class hatchback has found itself a starring role in one of Britain’s favourite reality TV shows.
Two examples of the recently launched five-door hatch were used to ferry the X-Factor’s judging panel, which consists of Simon Cowell, Louis Tomlinson, Robbie Williams and Ayda Williams, to the arena auditions during last night’s show.
When cars become TV stars...
The vehicles were seen cruising up the red carpet in front of thousands of X-Factor fans, all of whom were clamouring to see the famous faces ahead of the TV recording.
Footage was also captured from inside the vehicles, giving viewers a sneak peek of the stars’ journeys to the venue.
The vehicles were featured as part of a “integrated automotive partnership” with the show’s broadcaster, ITV.
Rob Halloway, Mercedes-Benz’s marketing director for the UK, said: “The X-Factor is an annual entertainment treat - it offers people a lively debate in homes, offices and schools across the country. We thought it’s the perfect opportunity for the new A-Class; one of its many technological highlights is MBUX – Mercedes-Benz User Experience - which allows you to have a conversation with it by simply saying ‘Hey Mercedes’.”
Claire Heys, ITV’s brand partnerships and content director, said: "We're able to offer brands some really innovative and creative ways to be integrated with ITV's biggest programmes and this partnership with Mercedes-Benz and The X-Factor is a fantastic example of that. As ever, this year's X-Factor looks set to be must-watch TV and we're delighted to have Mercedes-Benz as part of Sunday's programme.”