Mercedes-Benz shifts gears with Lucy Liu as new brand voice

Mercedes-Benz USA has appointed award-winning actress and filmmaker Lucy Liu as the official voice of the brand, signalling a strategic shift toward more emotionally resonant storytelling.

Liu replaces Jon Hamm, who voiced the brand for more than a decade. Since 2010, Hamm’s signature delivery featured in campaigns for models from the S-Class to the GLE, including the 2018 award-winning “What makes us” campaign that emphasised innovation and craftsmanship.

Known for her film and TV work, Liu brings a “sophisticated and pioneering” tone that aligns with Mercedes-Benz’s evolving image in the US. She is a two-time Emmy nominee with a Critics Choice Award and two SAG Awards.

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The appointment debuts with “Moving forward,” a campaign for the Mercedes-Benz GLS SUV created by Merkley+Partners. The spot positions the GLS as the brand’s pinnacle luxury offering, pairing cinematic visuals with Liu’s narration to highlight elegance, versatility and performance.

The campaign showcases features such as seven-seat configuration, advanced tech and dynamic handling, aiming to deepen emotional appeal while reinforcing the brand’s luxury credentials.

The debut of Lucy Liu as the new official brand voice marks a new era for Mercedes-Benz marketing. Liu’s range and sophisticated tone conveys a modern elegance that represents the brand’s legacy and future, and the transition to a female voice signal to our customers something fresh and innovative that provokes reappraisal," said Melody Lee, chief marketing officer at Mercedes-Benz USA. 

Speaking on her new title, Liu said, "Mercedes-Benz doesn’t just define luxury - it continually reimagines it. To lend my voice to a brand with such a legacy of excellence and a bold vision for the future feels like a powerful alignment of values and creativity. This partnership reflects everything I value: innovation, intention, and impact. Together, we’re building a legacy of modern luxury that only Mercedes-Benz can deliver."

Beyond the voiceover change, Mercedes is also focusing on culture-forward content through its Mercedes-AMG PETRONAS Formula One Team. In June, it partnered with Marriott Bonvoy on “The secret concierge,” a social-first series starring British comedian Jack Whitehall.

Created by OH SIX Agency and 160over90, the campaign follows Whitehall as an offbeat concierge crafting bespoke experiences for F1 drivers George Russell and Kimi Antonelli. Each episode explores host cities through high-performance travel and Marriott’s luxury hospitality, guided by local creators.

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