| Title | TOO FAST |
| Brand | MERCEDES BENZ |
| Product / Service | AMG-GT AUTOMOBILE |
| Category | A02. Script |
| Entrant | BBDO 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 |
| 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 |
This is 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.
At AMG we have an obsession with speed, And pushing engineering beyond the limits. Introducing the breath-taking all-new AMG GT. Its groundbreaking hand-built bi-turbo V8 engine rocket… er...rockets..uh..ummm....am I meant to be seeing the car? Er...I can't see it...ah...You just want me to keep going?....okay... It's stunningly proportioned aerodynamic body …ah...ummm....I've lost it again. ...Give me the cue at least, please. Thanks...ah, okay… From 0 to 100 in just 3.8s...Woah! ....er... Achieving a top-speed of 310 kilometers per hour…and..are..are we done already? I've still got 3 lines to go...I-I'm still getting paid for this right?