Who voices the new Mercedes-Benz commercial?
A deep dive into the voice behind the luxury brand’s latest campaign
(By Carmichael Phillip)
** The Voice Behind Mercedes-Benz’s New Ad: Lucy Liu
In mid-2025, Mercedes-Benz USA made a significant change in its branding: replacing Jon Hamm, who had served as the voice of the brand in U.S. campaigns for over fifteen years, with actress Lucy Liu. This change was unveiled in a campaign called “Moving Forward,” designed in partnership with Merkley + Partners, and the GLS SUV is prominently featured.
Liu’s voice now serves as the “official brand voice” for its U.S. marketing efforts, a role that involves lending her narration to TV, digital, streaming, and linear media for upcoming Mercedes-Benz commercials.
** What Prompted Mercedes-Benz to Switch Voices?
The decision to transition from Jon Hamm to Lucy Liu appears motivated by a desire to mark a new era of storytelling, one that aligns with evolving values, freshness in voice, and inclusivity in brand identity. After more than a decade with Hamm, Mercedes-Benz USA aimed to reimagine its narrative arc in advertising.
Melody Lee, Chief Marketing Officer at MBUSA, is quoted saying that the change signals “a fresh era for the brand” as they ramp up U.S. marketing. It suggests not just a change in narrator, but a strategic effort to modernize the tone, appeal, and perhaps reach of Mercedes-Benz storytelling.
** Lucy Liu’s Fit with Mercedes-Benz: Tone, Persona, Legacy
Lucy Liu brings a voice tone that blends sophistication, gravitas, and a modern sensibility. Her selection is intended to reflect both the heritage of Mercedes-Benz and its future direction — technology, style, luxury, performance. Her voiceover is meant to communicate these values in a way that resonates with diverse audiences.
Her public persona, visibility across film, television, production, and her reputation for artful roles add to the weight she brings. It’s not just about having a pleasant voice; it’s about aligning with the brand’s image of elegance, innovation, and quality. Her “artistic presence” was explicitly cited as part of what Mercedes-Benz USA sought in their new narrative voice.
** Jon Hamm: A 15-Year Reign as the Voice of Mercedes-Benz
Jon Hamm served as the brand voice of Mercedes-Benz in U.S. commercials since about 2010. His voice became synonymous with the luxury automaker — smooth, authoritative, and polished. Hamm’s voiceovers accompanied numerous campaigns over years, helping to shape how consumers heard and perceived Mercedes-Benz.
This era with Hamm solidified a tone of aspirational luxury. With that background, moving to a different voice after so long presents both a challenge (continuity, audience expectation) and an opportunity (renewal, reinvention).
** Audience Reaction and Brand Implications
When a major brand changes a long-standing voice, public reactions can vary. In Mercedes-Benz’s case, early reports indicate that the audience has noticed and is discussing the change: some viewers express excitement about seeing the brand evolve, others remark nostalgically on the familiarity of Hamm’s voice.
In media coverage, the change has been framed positively, emphasizing that Liu’s voice introduces a compelling new dynamic. Industry observers have noted that this move could help Mercedes-Benz appeal more strongly to younger demographics, more diverse audiences, or people more attentive to representation in branding and advertising.
However, with change comes risk: some traditionalist customers may prefer the status quo, and there’s always the question whether a new voice can evoke the same emotional resonance established over years. Mercedes-Benz seems to be betting that the payoff will be positive.
** What the Commercial “Moving Forward” Communicates
“Moving Forward” is the campaign that introduces Lucy Liu as the voice of Mercedes-Benz USA. It features the GLS SUV, and emphasizes forward motion — design, luxury, technology, legacy. It’s about the brand’s trajectory: not static, but dynamic and future-oriented.
Visually and tonally, the spot juxtaposes elegance and innovation – sweeping shots of design details, interiors, exteriors, tech features. Liu’s narration provides the storytelling thread: affirming values of excellence, continuing legacy roots while stepping into the future.
** Broader Trends: Celebrity Voices in Brand Identity
Mercedes-Benz is not unique in using celebrities as the voice of its ads. Over recent decades, many brands have used recognizable voices to anchor their advertising identity. When you hear a familiar voice, it can build trust, attention, and emotional connection before you even see the product.
The shift from Hamm to Liu reflects trends in marketing toward representation, freshness, and narrative authenticity. Brands are increasingly aware that voiceovers are more than background — they are key to conveying brand values, tone, and positioning.
** What This Means for Mercedes-Benz’s Future Messaging
With Lucy Liu now established as voice, Mercedes-Benz USA seems poised to lean into storytelling that matches evolving consumer expectations: sustainability, modern design, technology, heritage, inclusivity. The brand is likely to produce more ads where voiceover plays a central symbolic role, not just product voice, but identity voice.
We may see more narrative campaigns, more emotional appeals, possibly a wider variety of media (streaming, digital, immersive experiences) where Liu’s voice will be a key connecting thread.
** Conclusion: The Voice That Signals a New Era
So, who voices the new Mercedes-Benz commercial? It’s Lucy Liu. Her appointment as the U.S. brand voice for Mercedes-Benz represents more than just a switch in narration—it’s a strategic move toward evolving the brand’s tone, connecting with diverse audiences, and embracing a forward-looking identity.
While Jon Hamm’s voice laid a strong foundation over fifteen years, the decision to change suggests that Mercedes-Benz is consciously positioning itself for the next phase: modern luxury, innovation, and storytelling that both honors its history and embraces change.
For consumers, the new voice invites them to listen differently: to expect more than just cars, but experiences; to associate Mercedes-Benz not only with quality and prestige, but with momentum, with evolution, with artistry. For the brand, Liu’s voice is a signal — to move forward, together with its customers, into what comes next.
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