Mercedes GLA sold by Mario the Plumber in Japan (video)

The new Mercedes GLA SUV has gone on sale in Japan and Mercedes are using the Mario Bros game to get the attention of potential GLA buyers.

It’s the Super Mario Mercedes GLA

Car makers are always looking for a new way to grab car buyer’s attention and shift some metal from their showrooms. But Mercedes has turned the clock back to 1983 in its efforts to get attention for the new GLA SUV – they’re using Mario Bros.

Yes, the Italian-American Plumber Mario has been enlisted by Mercedes in Japan to promote the new GLA as it hits the Land of the Rising Sun.

Not only has Mercedes used what looks like the original 8-bit game in the promo video for the new GLA (below), they’ve also brought Mario to life to drive the GLA.

But unlike the quite successful transition of the VW GTI Roadster in to flesh this week, Mario looks grotesque, and looks intimidating enough to put you off going anywhere near a Mercedes GLA.

Still, we’re assuming Mercedes knows the Japanese market well enough, and at least they have a car in the new GLA that does offer plenty of appeal, especially in GLA 45 guise.

It seems rather unlikely the Mario Bros. campaign for the new Mercedes GLA will turn up in other markets.