Mercedes-Benz – Emirates Take Off

Insights, Strategy & the Idea
Mercedes-Benz communicated to the agency that the new C 63 AMG has acceleration that must be experienced to be believed.
Our challenge was to replicate the exhilaration of a test drive without actually driving the car. Something that kept coming up in the briefing was “when you put your foot down you are thrown back into your seat.” This became our proposition.
Creative Execution
The new Mercedes-Benz C 63 AMG has incredible acceleration. We wanted people to feel this for themselves in a completely new experiential manner.
To make this happen, we filmed a commercial and then aired it on Emirates in-flight movie screens at exactly the same time as the plane was accelerating down the runway. This enabled viewers to watch the car accelerate on the screen, while experiencing the incredible G-Force for themselves.  As the G-Force pushed viewers back into their seats they experienced the closest feeling to an actual test drive.

Agency: Impact BBDO, Dubai

Executive Creative Directors: Jennie Morris / Jeremy Southern
Art Directors: Mark Held / Andrej Arsenijevic
Group Account Director: Fadi el Aswad
Account Manager: Albert Lorenzo
Copywriters: Grant McGrath / Darren McCall / Jeremy Southern
Director: Omar Abbas, Boom Town

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