IF THIS IS OUR LEGACY, IMAGINE OUR FUTURE
Mercedes-AMG had a big year planned for 2021 as they repositioned their brand and business as the automotive industry moved into the era of electric. At the same time they wanted to capture the hearts of a new, younger hedonistic audience.
Before they launched the first of their new super cars to market they wanted a campaign that bridged the world of old and new, showcasing their heritage to their existing audience of car loving performers, and educating a new audience on why Mercedes-AMG is the benchmark for greatness in automotive engineering.
We came up with a campaign that celebrated the greatest AMG cars, embracing their unapologetic attitude in pushing the limits. Our hero film is the ultimate showcase of these greatest AMG creations. Driven by four wild strangers, the film starts with the cars in crazy situations. What the fuck happened and how did they get here? Cue flashbacks to the wildest rides you’ll ever see. This is how reputations are made and legends live on.
Are you AMG-ready?
Once we dropped the 60” we followed it up with 4 shorter 30” films, each one showcasing one of the cars in their own story. We set up our campaign to focus on each one of these each week as we drip fed new content to build the narrative and educate our audience on what makes these cars so great.