Brief Explanation

The Mercedes-AMG GT is the all new flagship model of a brand that truly has its heritage in racing. But the challenge was how to tease an audience, unfamiliar with the AMG brand, with the car's quite phenomenal performance and stand out among a sea of lifestyle sportscar commercials. Simply talking about the its specifications would not be enough. Therefore we created Mercedes-Benz' first 'failed' commercial. In this spot, the breathtaking performance of the Mercedes-AMG GT simply is too much for the camera crew, editor and VO talent to handle. What starts out as a classic launch ad on a race track, turns into a mess where we see only stolen moments of the car flashing past the frame, cameras failing and crashing into obstacles, and a hapless announcer who has no idea where his cues are meant to be. The first time we see the car clearly is when it reverses back over the finish line at the very last shot, where we reveal to the viewer the Mercedes-AMG GT is 'Too fast for its own commercial'. It's a supercar spot that bravely delivers a distinctive personality and tongue in cheek to the audience.