Motivation and objective

"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", says Philipp Schiemer, CEO of Mercedes-AMG GmbH.

"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," says Rankin, who photographed and directed the work.

Content concept

Visual concept and tonality

Campaign claim and target group

Dramaturgy, media mix and time period

Credits

[1] The stated figures are the measured "NEDC CO2 figures" in accordance with Article 2 No. 1 Implementing Regulation (EU) 2017/1153. The fuel consumption figures were calculated based on these figures. The WLTP figure is relevant for the assessment of the motor vehicle tax.