(February 23, 2012) MONTVALE, N.J. — As Hollywood's elite gather to honor this year's most celebrated stars at the Kodak Theater on Sunday for the 84th annual Academy Awards, Mercedes-Benz is stepping out in high style with its own impressive talent.  The all-new 2013 SL 550 Roadster. 

This sixth generation SL, conceived with a legendary past in its rearview mirror, will be introduced by a campaign launch oriented around the theme "State of the Art" to debut during this year's Oscar broadcast with a 60 second spot, complemented by a live broadcast from Times Square and a digital extension on OTRC.com.

"The new SL is totally redesigned with innovation and styling that breaks new ground in the category," said Steve Cannon, president and CEO, Mercedes-Benz USA.  "The Oscars is a great moment to kick off this campaign, which artfully portrays the historical significance and beauty of the SL as the new model steps into the spotlight to create the next chapter in a storied legacy."

The spot entitled "Art" opens with the 1952 300 SL Carrera Panamericana racecar speeding by a cheering crowd, soon to be passed by the 1960 300 SL convertible whipping through a completely different background, only to be taken over by the next generation…The successions continue as the subsequent models speed through different eras and different worlds which blur one into the other, until suddenly, the all-new 2013 SL accelerates to take the lead and is introduced as "our most breathtaking model ever."

In addition to the Academy Awards premier, there will be a six-week television flight of "Art" to run through April and May to coincide with the vehicle retail launch. 

Broadcast placements include special events such as the PGA Masters, the NCAA Final Four tournament and network season finales. This all will be complemented by a one-page print execution to run in titles reaching affluent lifestyle segments such as GQ, Departures, Forbes, Fortune and Town & Country. 

On the digital side, pictures and video of the new SL will be shared on top leading social media sites (YouTube, Twitter) to efficiently boost awareness and engagement for enthusiasts, featuring its history and latest technological advancements.