ENVY

TitleENVY
ClientMERCEDES BENZ
Product / ServiceAMG-GT AUTOMOBILE
CategoryA07. Cars & Automotive Services
EntrantBBDO CHINA Beijing, CHINA
Entrant Company BBDO CHINA Beijing, CHINA
Advertising Agency BBDO CHINA Beijing, CHINA
Advertising Agency 2 PROXIMITY BEIJING, CHINA
Production Company RADICAL MEDIA Shanghai, CHINA

Brief Explanation

The world of high end sports cars is filled with poseurs and show-offs, each trying to do one better than the next rich guy, and very few if any of them actually knowing how to unleash their car's true potential. Against this context, how could one launch a car with true racing pedigree and a driving experience like no other, yet from a badge less commonly associated with flashy supercars? Our script focuses on the hearsay and gossip amongst rich supercar owners around the world. They're all talking about a certain car that has phenomenal specs, with an air of disbelief, disgust, anger and panic. But the undercurrent that belies their words is a sense of envy and the insecurity that they themselves may have bought the wrong car. As the chatter continues and a rich Russian playboy is consoled by his girlfriend, the Mercedes-AMG GT appears for the first time in a blast of pure adrenaline and visceral power. Following so much talk and gossip about the car, the driver is lost for words – his expression is genuine and exhilarated. Performance really does speak for itself.

Credits

Name Company Position
Arthur Tsang BBDO and Proximity China Chief Creative Officer
Martin Gruenhoff BBDO and Proximity China Creative Director
Jan Hendrik Ott BBDO and Proximity China Creative Director
Houxiao Li BBDO and Proximity China Creative Director
Martin Gruenhoff BBDO and Proximity China Art Director
Arthur Tsang BBDO and Proximity China Copywriter
Jan Hendrik Ott BBDO and Proximity China Copywriter
Houxiao Li BBDO and Proximity China Copywriter
Elaine Lee BBDO and Proximity China Agency Producer
Raul Villegas BBDO and Proximity China Co-Managing Director
Digi Wu BBDO and Proximity China Group Account Director
Grace Zhang BBDO and Proximity China Account Director
Miki Liu BBDO and Proximity China Account Manager
Joe Gray BBDO and Proximity China Head of Planning