EMIRATES TAKE OFF by Impact BBDO Dubai, SPAFAX for Mercedes-AMG

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EMIRATES TAKE OFF

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Industry Cars
Media Promo & PR, Case study
Market United Arab Emirates
Agency Impact BBDO Dubai
Director Omar Abbas
Executive Creative Director Jennie Morris
Art Director Andrej Arsenijevic, Mark Daniel Held
Copywriter Darren Mccall, Jeremy Southern, Grant Mcgrath
Agency SPAFAX
Released April 2010

Credits & Description

Category: Best Use of Television
Advertiser: MERCEDES-BENZ
Product/Service: C 63 AMG
Agency: IMPACT BBDO
Agency: SPAFAX
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: IMPACT BBDO, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Jennie Morris (Impact BBDO Dubai)
Executive Creative Director: Jeremy Southern (Impact BBDO Dubai)
Art Director: Mark Held (Impact BBDO Dubai)
Art Director: Andrej Arsenijevic (Impact BBDO Dubai)
Group Account Director: Fadi el Aswad (Impact BBDO Dubai)
Account Manager: Albert Lorenzo (Impact BBDO Dubai)
Copywriter: Grant McGrath (Impact BBDO Dubai)
Copywriter: Darren McCall (Impact BBDO Dubai)
Copywriter: Jeremy Southern (Impact BBDO Dubai)
Director: Omar Abbas (Boom Town)
: Jelle de Mey (Spafax)
Media placement: TV - ICE In-Flight Entertainment For Emirates - 01/04/2010
Results and Effectiveness
This commercial is airing during April 2010 so results are not yet available.
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.
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.