Car ads usually make the car the star. But a new campaign from Daimler AG's Mercedes-Benz has relegated the car to the background in an attempt to redefine the brand with music.

According to The Wall Street Journal, Mercedes has launched its own music show on its branded internet TV channel.

The idea is to reach out to the "customers of tomorrow" by bringing them the latest music. Artists Jennifer Lopez and Mark Ronson have already made video clips for the brand.

The idea of making cars secondary to the process mimics a 2001 campaign from BMW, which promoted eight short films shot by celebrity directors. But it's something many automotive brands seem keen to do these days.

Earlier this month, Toyota signed on with YouTube to bring its customers a branded comedy channel on the video-sharing site.