Matthew Miller
Jun 1, 2015

Mercedes-AMG GT is too fast for its own ad

CHINA - With BBDO China, Mercedes-Benz has released a pair of amusing ads that introduce its AMG GT model to 'discerning automotive connoisseurs'. But only one of the spots really succeeds.

Client: Mercedes-Benz

Agency: BBDO China

Market: China

Campaign scope: Television commercial, dedicated online video, cinema, print, outdoor.

Details: The two spots position the car as a machine that’s "meant to be experienced, not merely shown off", according to the agency. The teaser (above), which debuted in cinemas and online, is predicated on the idea that the car proved too fast for the commercial camera crew to keep up with, making life difficult for the voiceover man when it came time to do his part. The launch TVC (below) focuses on the pained reactions of the owners of other supercars when they learn of the AMG's specs.     

Press release quote: Arthur Tsang, Chief Creative Officer, BBDO Beijing: “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." 

Campaign Asia Pacific's comments: The teaser ad (above) brilliantly accentuates the stated concept of "substance over specs" (to use the agency's words) by subverting the conventions of vehicle advertising. We love it. However, that success just makes the actual launch TVC (below) all the more disappointing. It's quite funny, and we get that we're supposed to think all the owners of other cars are losers because they're obsessed with specs—while the Mercedes-AMG driver is the only real enthusiast. But at the same time, the ad delivers a lot of information about the specs of the Mercedes-AMG GT. And we don't think you can both condemn and celebrate the numbers at the same time.

 

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

 

Related Articles

Just Published

1 hour ago

Dove continues to #StopTheBeautyTest

The film is conceptualised by Ogilvy.

1 hour ago

Adland responds to mini-budget: 'An uncomfortable ...

Campaign asked industry leaders how Kwasi Kwarteng’s suite of tax cuts and energy caps would affect their businesses.

1 hour ago

Does creativity still drive business?

In 2019, the IPA declared a 'crisis in creative effectiveness'. Little seems to have changed since. So where does the problem lie: are awards juries too focused on creative flair and not enough on work that delivers brand performance?

1 hour ago

BBC brings editorial guidelines to life to show ...

The film works to illustrate how the BBC's editorial guidelines drive accurate and impartial reporting, illustrated with poignant footage gathered by the broadcaster in Ukraine since the war began in February.