The campaign not only introduces a new AMG brand identity and attitude, it also forms the communicative prelude for all upcoming product campaigns. It is designed to bind existing customers to the brand and conquer new target groups. In doing so, it focuses on the timeless AMG spirit.
The brand profile is being further developed to focus more on lifestyle and to attract new target groups, especially younger people and women.
"The claim 'Are you AMG-ready?' sums up our transformation into a Performance Luxury brand," said Mercedes-AMG CEO Philipp Schiemer.
"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."
"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," said John Rankin, who photographed and directed the work.
In addition to numerous social media assets, the launch campaign includes one long film (60 seconds) and four short films (30 seconds each), each telling an individual story. They focus on four highlight vehicles from the AMG model portfolio: two historic milestones in the shape of the SLS AMG Electric Drive and the 300 E 5.6 AMG ("The Hammer") as well as two current vehicles in the form of the Mercedes-AMG G 63 and the Mercedes-AMG GT Black Series.
Under the umbrella term "Silence", the SLS Electric Drive stands for technology, pioneering spirit, electrification and exclusivity.
"Sound" is the leitmotif for the V8-powered 300 E 5.6 as an ambassador for the brand's history and a coveted collector's item.
The G 63 enters the race with "Strength" for lifestyle, timeless design, superiority and luxury.
And the most powerful AMG V8 production model, the AMG GT Black Series, represents "Power" with motorsports technology and exclusivity. The film ends with a glimpse of AMG's electrified future, Project ONE, and invites the viewer on the journey.
The campaign delivers the message: "This is our legacy, imagine our future. Are you AMG-ready?"
