Mercedes-Benz USA collaborated with Robert Stromberg –  Maleficent director and a two-time Academy Award winner for Best Art Direction for Alice In Wonderland and Avatar –  for its Super Bowl ad this year. It’s Stromberg’s advertising directorial debut.

“We tend to think of fables as things of the past,” Stromberg said, in re the ad, which is based on the Aesop fable about the tortoise and the hare. “It’s fascinating for me to render a classic tale with modern tools, yet keep the message timeless.”

Except Aesop’s message was, in round numbers, that slow and steady wins the race. In Stromberg’s telling, the tortoise wins the race by jumping into a new Mercedes-AMG GT S, commenting, “Slow and steady my [bleep]!” RSA reps Stromberg