Super Bowl Ads Already Heating Up

The car company is stirring things up with a teaser for its big game spot featuring Kate Upton.
2:44 | 01/23/13

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Transcript for Super Bowl Ads Already Heating Up
The ads are heating up for the super bowl. No pun intended in this case. Mercedes-benz has hired kate upton to represent them. Linsey davis is here with the story. Reporter: Mercedes says something powerful is coming this super powell. They've released a preview of an upcoming ad. As far as we can tell, it's a slow-motion car wash of sorts. It seems to focus more on kate upton's daisy dukes and tank tops than anything else. The sleek leans and sexy curves are certain to make hearts race. What sit an ad for you ask? The new mercedes cla, obviously. Mercedes is advertising this 90-second tease as a taste of what's to come to the super bowl next month. You missed a spot. Reporter: Model kate upton, who many might argue is the real star of the ad, has famously take an back seat to promote a product before. Just got a whole lot hotter. Reporter: Some are asking if the notion that sex sells is being take an bit too far. People always try to push the envelope. At the end of the day, they're going the want to make this sexually suggestive and also family friendly. There's a real balance there. Reporter: Of course, the super bowl with its 100 million viewers, most of them men, is known for advertisers that push the envelope. Who won't notice a hot mod tl body paint. Reporter: Or this ad for fiat? Reporter: Or who could forget this commercial of david beckham wearing nothing but his tight ti why whit whiteys? What will they have up their sleeves for the 30-second sell. It's about getting people the talk about it on monday morning. Reporter: Nice car. Upton, who famously posed for last year's "sports illustrated" swim suit issue played coy. She said, I should work at a car wash I'm so helpful, lol. Mercedes-benz is hoping to score big with the audience. I think they'll do just fine. I have never seen the crew so quiet. Coming up, we have "the play of the day." THE LITTLE 49ers FAN IN THE

This transcript has been automatically generated and may not be 100% accurate.

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