This is a strange time for the car industry.

As the public emerges from a crippling recession and attempts to shake off what has been a tough decade for most Americans, even those with jobs have tired of commuting to and from work in the same cars they drove 10 years ago. Just take a look at our highways–they’re filled with vehicles just as weary and worn out as the American public.

Thankfully, that may be changing–Mercedes-Benz is banking on the fact that the public believes the worst to be behind us. The upscale auto brand plans to connect with a new generation of customers by advertising its more affordable CLA to 30 -and 40-somethings during Super Bowl XLVII.

Only brands with something to prove even entertain the thought of advertising during the Super Bowl–and most of the 100-million plus Americans watching the game will even be in the market for a new high-end car–but Mercedes-Benz clearly believes its gamble will pay off.

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Results from the latest global study conducted by Euro RSCG Worldwide show that millennials are deeply concerned about world issues, and they believe social media can play a big role in changing things for the better.

Eighty-five percent of millennials think it’s their generation’s responsibility to change the world, 61 percent think social media is the “new power of youth,” and 70 percent believe social media is a “force for change.”

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