This is the Morning Shift, our one-stop daily roundup of all the auto news that's actually important — all in one place at 9:00 AM. Or, you could spend all day waiting for other sites to parcel it out to you one story at a time. Isn't your time more important?
1st Gear: The Roger Federer Is Selling Mercedes
Marketing Daily says tennis champion Roger Federer has signed on to sell the 2013 Mercedes GL. The new campaign, which hits the Web and Facebook today, coincides with the start of the U.S. Open. The ad will be shown during CBS' U.S. Open coverage on Aug. 27. The new TV ad shows Federer leaving a stadium, signing autographs, getting admiring glances from fans, jumping into his GL and joking with his kids. The spot, and another one that is focused entirely on the vehicle, will air for the duration of the Open on CBS, ESPN2 and the Tennis Channel. Federer's and MBUSA's Facebook pages will host other product videos including one in which he does a walk-around of the GL-Class, explaining its virtues, says Markting Daily. Federer first appeared in a Mercedes-Benz ad — for the CLS sedan — at this time last year. We would really love to see a Jimmy Fallon parody, since we can't watch him as The Roger Federer without crying.