TOO FAST

TitleTOO FAST
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 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.

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
Martin Gruenhoff BBDO and Proximity China Art Director
Arthur Tsang BBDO and Proximity China Copywriter
Jan Hendrik Ott 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