To launch the new Mercedes-AMG GT, the car company has partnered with BBDO China to ignite passion among sports car enthusiasts, who wouldn’t typically own one of its luxury vehicles.
The campaign aims to bring the visceral experience of driving the GT to life through a television commercial, dedicated online video, cinema, print and outdoor advertising.
The TVC implies a sense of humour to explore the feelings of envy and admiration among the world of supercar owners when they discover the specifications and pedigree of the new AMG GT.
“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,” he added.
The 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.
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.
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