The new campaign, dubbed ‘Are you AMG-ready?’ aims to highlight all aspects of ‘performance’ that in this context, means more than just motorsport, top speed, and driving dynamics, and also stands for “the power to create new values, the energy to enable progress and the will to achieve all goals,” according to the company.
Mercedes-AMG has launched the campaign with a high-paced, 60-second video that showcases the SLS Electric Drive, a Mercedes 300 E 5.6 AMG ‘Hammer’, Mercedes-AMG G 63, and the new Mercedes-AMG GT Black Series, the most powerful car ever launched by the car manufacturer.
The German automaker uses the SLS Electric Drive to demonstrate its technology, pioneering spirit, electrification, and exclusivity, the Hammer is used to showcase the brand’s iconic V8 soundtrack, the G 63 exemplifies “lifestyle, timeless design, superiority, and luxury,” while the AMG GT Black Series embodies the concept of ‘power’ with authentic motorsports technology and exclusively. The video also briefly features the Project One.
“The claim ‘Are you AMG-ready?’ sums up our transformation into a Performance Luxury brand,” Mercedes-AMG chief executive Philipp Schiemer said in a statement. “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.”
The campaign comes from the agency of British photographer and filmmaker Rankin.
“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,” Rankin added.