You will be redirected back to your article in seconds

Inside Move: Mercedes’ ‘Star’ trailer

Mann, Del Toro hitch up short

Mercedes-Benz is making a movie. Well, sort of.

The German luxury automaker recently bowed a trailer for a new thriller called “Lucky Star,” which stars Benicio del Toro, in British movie theaters and on television.

The 2½-minute trailer, helmed by Michael Mann (“Ali,” “The Insider”), centers on a master gambler named Mr. H who bets big and wins at casinos and in the stock market, which garners the attention of murky government agents.

Scenes show del Toro being chased around Los Angeles by helicopters, escaping pursuers on a freeway, absconding with secret files and burning down a shack in the desert.

There’s just one catch: Although Mann reportedly has optioned the story rights, “Lucky Star” isn’t a real movie.

Spearheaded by its new ad agency Campbell Doyle Dye, Mercedes is mimicking BMW’s recent foray into entertainment by hiring Hollywood heavyweights to promote its vehicles.

However, in contrast to BMW’s short films, “Lucky Star” is much more of a subtle sell, verging on the imperceptible. Del Toro drives Mercedes’ sleek new silver 500 SL convertible sports car, but the Mercedes logo is never shown, and the company’s name never appears in the trailer.

“Lucky Star” refers to the Mercedes iconic logo.

“Where you see cars most dramatically and excitingly portrayed is in movie trailers,” says Richard Payne, Mercedes-Benz’s communications manager. “It’s not a commercial selling that car, it’s talking about the whole excitement and dynamism of the brand.”

Auds won’t be left hanging with the trailer, however.

Pic’s Web site (luckyluckystar.com), where Mercedes isn’t being subtle about its involvement, houses the trailer, info, reviews and additional video of the SL and a description of the film’s plot and characters.

It also hints that there’s more to come, with Mercedes even contemplating a full-length feature of “Lucky Star,” should the campaign prove successful.

More Film

  • Idris Elba'Molly's Game' film premiere, Arrivals,

    Idris Elba Says the World Is Ready for a Female James Bond

    Mercedes-Benz is making a movie. Well, sort of. The German luxury automaker recently bowed a trailer for a new thriller called “Lucky Star,” which stars Benicio del Toro, in British movie theaters and on television. The 2½-minute trailer, helmed by Michael Mann (“Ali,” “The Insider”), centers on a master gambler named Mr. H who bets […]

  • Incredibles 2

    'Incredibles 2': Pixar Reveals New Cast and Characters

    Mercedes-Benz is making a movie. Well, sort of. The German luxury automaker recently bowed a trailer for a new thriller called “Lucky Star,” which stars Benicio del Toro, in British movie theaters and on television. The 2½-minute trailer, helmed by Michael Mann (“Ali,” “The Insider”), centers on a master gambler named Mr. H who bets […]

  • 'Maze Runner: The Death Cure' Tops

    'Maze Runner: The Death Cure' Dominates Social Media Buzz Ahead of Opening

    Mercedes-Benz is making a movie. Well, sort of. The German luxury automaker recently bowed a trailer for a new thriller called “Lucky Star,” which stars Benicio del Toro, in British movie theaters and on television. The 2½-minute trailer, helmed by Michael Mann (“Ali,” “The Insider”), centers on a master gambler named Mr. H who bets […]

  • John Cho Debra Messing Aneesh Chaganty

    John Cho Lauds Asian-American Casting in New Film ‘Search’

    Mercedes-Benz is making a movie. Well, sort of. The German luxury automaker recently bowed a trailer for a new thriller called “Lucky Star,” which stars Benicio del Toro, in British movie theaters and on television. The 2½-minute trailer, helmed by Michael Mann (“Ali,” “The Insider”), centers on a master gambler named Mr. H who bets […]

  • Joan Jett Sundance

    Joan Jett: Rock Music 'Will Never Be Dead' (Watch)

    Mercedes-Benz is making a movie. Well, sort of. The German luxury automaker recently bowed a trailer for a new thriller called “Lucky Star,” which stars Benicio del Toro, in British movie theaters and on television. The 2½-minute trailer, helmed by Michael Mann (“Ali,” “The Insider”), centers on a master gambler named Mr. H who bets […]

  • Come Sunday

    Sundance Film Review: 'Come Sunday'

    Mercedes-Benz is making a movie. Well, sort of. The German luxury automaker recently bowed a trailer for a new thriller called “Lucky Star,” which stars Benicio del Toro, in British movie theaters and on television. The 2½-minute trailer, helmed by Michael Mann (“Ali,” “The Insider”), centers on a master gambler named Mr. H who bets […]

  • Edward James Olmos Sons of Anarchy

    David Strathairn to Star in Edward James Olmos' 'The Devil Has a Name' (EXCLUSIVE)

    Mercedes-Benz is making a movie. Well, sort of. The German luxury automaker recently bowed a trailer for a new thriller called “Lucky Star,” which stars Benicio del Toro, in British movie theaters and on television. The 2½-minute trailer, helmed by Michael Mann (“Ali,” “The Insider”), centers on a master gambler named Mr. H who bets […]

More From Our Brands

Access exclusive content