Mercedes" interactive television ad - FT.com Client: Mercedes Agency: Abbott Mead Vickers BBDO Territory: UK Verdict: 4/5 Mercedes does not have as strong a youth appeal as other upmarket carmakers such as BMW or Audi. So, for the launch of its new entry-level A-Class aimed at young professionals, television talent show The X Factor on Saturday was an appropriate slot for a big-budget ad. Starring UK rapper Kano, the ad claims to be a world first by allowing viewers to vote on Twitter for the scenario they wish to see in the next ad break. It follows the star being driven round the streets of Lisbon by an attractive female driver in a slick cat-and-mouse chase as she seeks to evade the authorities to get Kano to a secret gig. Viewers were given two opportunities to select outcomes for the car chase, with the finale shown during the ad break for the Sunday night show. The agency is seeking to tap into the growing phenomenon of "second screening," whereby the majority of UK viewers now watch TV at the same time as looking at another device such as a smartphone. The growing use of digital video recorders is making it harder for advertisers to achieve a buzz with TV campaigns. But with some cinematic drama and the star appeal of Kano, Mercedes has found a way to catch the attention of a new generation.