Performance speaks for itself in tvc to launch the new Mercedes AMG GT via BBDO China

Mercedes.jpgTo launch Mercedes-Benz's new high performance car, the Mercedes-AMG GT, BBDO China developed an innovative campaign to ignite the driving passions of sports car enthusiasts who wouldn't typically consider a Mercedes-Benz. As a hero model built on AMG's racing pedigree, BBDO worked with Mercedes-Benz to bring the powerfully visceral experience of driving the GT to life through a television commercial, dedicated online video, cinema, print and outdoor advertising.

Mercedes 2.jpgThe campaign strategy positions the Mercedes-AMG GT as a high performance car that's meant to be experienced, not merely shown off. It aims to capture the hearts and minds of a new breed of discerning automotive connoisseurs who seek substance over specs.  

"There is a common perception that most supercar owners care more about showing off than driving performance. We therefore tapped into the deep-seated truth that most supercar drivers never know how to unleash their car's true potential", said Arthur Tsang, Chief Creative Officer, BBDO Beijing.

BBDO China - Mercedes-Benz AMG.jpgThe commercial explores the feelings of envy and admiration among the world of supercar owners when they discover the specifications and pedigree of the new AMG GT. It's a new way to deliver the core selling messages with a unique storytelling approach.

"We created TV content not normally used in China, by infusing humour, global scale and glossy production values that ultimately entertains the audience instead of just informing them. This campaign is a great step in that direction," commented Tsang.

The launch was preceded by a teaser film which ran in cinemas and online. In the teaser, the objective was to hint at the lightning-fast performance of the car - so fast, in fact, that the cameras of its launch commercial can't keep up with it.

In a game of cat and mouse, the AMG GT keeps evading the various camera set-ups and edit points, creating a "failed" TVC production and a hapless confused announcer who hopes he'll still be paid for the job.

Credits -
Chief Creative Officer - Arthur Tsang
Creative Directors - Martin Gruenhoff, Jan-Hendrik Ott
Art Director - Martin Gruenhoff
Copywriters - Arthur Tsang, Jan-Hendrik Ott
Agency Producer - Elaine Lee
Co-Managing Director - Raul Villegas
Group Account Director - Digi Wu
Account Director - Grace Zhang
Senior Account Manager - Miki Liu


Beckham said:

Cool spot! Who directed and posted this? Very slick.

AMGee said:

Performance speaks for itself?!!!!

Then what the hell were all those paid actors babbling about?

Skidmarks said:

It's trying too hard.
And failing spectacularly.
This is unworthy of the the Mercedes-Benz brand, let alone their crown jewel -AMG.
Can't see how Sindelfingen approved this hot mess?

Brown stain said:

Skidmarks…you really are full of poo!

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