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MERCEDES-AMG PRODUCT CAMPAIGN:250 UNREASONABLE REASONS
FOR THE PURESPEED



Role: creative concept, art direction, campaign integration
Agency: team x
Client: Mercedes-AMG
Director: Tom Emmerson
Production: LE BERG GmbH

AWARDS:
2024 Bronze Cannes Lion



The Mercedes-AMG PureSpeed is AMG’s latest ultra-high end release. It is their most exclusive new car, and also the most unreasonable. There are only 250 built and cost around €800,000. They have no roof. No windshield. They aren’t even legal to drive in many places in the world. It’s certainly not practical. But still... it’s kinda iconic.

We wanted to create a luxury campaign in a redefined way. When we think of luxury, we assume that it’s presented by elegance and perfection. We thought: what if we could present it as unreasonable and sometimes just ridiculous instead, and let that represent the highest level of luxury AMG offers?

We turned its impracticality into its biggest strength by giving 250 unreasonable reasons that won’t stop people from desiring it.



Videos: [click to play]



Campaign stills:






The car was initially released as a concept model earlier in 2024. To premiere it, the car was presented on a pontoon in the Monaco Harbour on Grand-Prix weekend. This was our opportunity to create a moment for AMG on a global level via social media. We rolled out our campaign live from Monaco, being the first public stills and video of the car ever. The intention was to make the content stealable. Automotive influencers and car news accounts immediately used the content for themselves and multiplied our campaign across the globe.







MERCEDES-AMG CLE 53 ->