Mercedes-AMG marks its transformation into a Performance Luxury brand with the new campaign “Are you AMG-ready?”. The 60-second film teases all upcoming product campaigns that are designed to connect existing customers to the brand and conquer new target groups.
The claim ‘Are you AMG-ready?’ sums up our transformation into a Performance Luxury brand. We are ready to redefine Driving Performance and open up our brand to new target groups. We combine the AMG spirit with the luxury of tomorrow’s lifestyle and will thus further strengthen the fascination for the Mercedes-AMG brand. – Philipp Schiemer, CEO of Mercedes-AMG GmbH
The campaign idea and concept were created by the agency of British star photographer and filmmaker Rankin. “Are you AMG-ready?” is the London team’s first campaign as Mercedes-AMG’s new lead agency.
AMG has such a great catalogue of amazing sports cars, it was a pleasure to create this work to celebrate that and to set the brand up for an exciting future with some cool talent. – Rankin
he launch campaign includes one long film (60 seconds) and four short films (30 seconds each), each telling an individual story. They focus on four vehicles from the AMG model portfolio: the SLS AMG Electric Drive, the 300 E 5.6 AMG (“The Hammer”), the Mercedes-AMG G 63 and the Mercedes-AMG GT Black Series.
In the SLS Electric Drive, a woman runs away from everyday life and seeks freedom in the desert – “Ride to Freedom”. The 300 E 5.6 serves as a sound machine. The G 63 creates an oversized AMG wordmark by driving rapidly over splashing puddles of paint. In the Black Series, a woman picks up her companion for a speed date of a special kind.
The film also teases AMG’s electrified future, Project ONE, and invites the viewer on the journey.