Yes, it’s back! The X Factor is back on screens across the country, meaning that the weekend TV fix is sorted for the next couple of month.
And in a very Carpool Karaoke sort of way, the judges were seen driving around, listening to music and even (trying to) order a McDonalds. But what about the cars they were driving?
With all eyes on Simon Cowell and new judges Louis Tomlinson, Robbie Williams and Ayda Williams, Mercedes-Benz made sure they arrived at the arena auditions in comfort and style. In the X Factor’s first integrated automotive partnership, the two Mercedes-Benz A-Class models cruised up the red carpet in front of thousands of excited fans.
Footage was also captured from inside the cars, giving fans watching at home an exclusive behind the scenes sneak peek of the stars on their way to the auditions.
Rob Halloway, Marketing Director, Mercedes-Benz Cars UK Ltd commented: “The X Factor’s 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 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.”
For more on the new A-Class, head over to the Mercedes-Benz website.