ENVY

How do you make a supercar stand out in a nation where showing off wealth is the new norm? To launch the Mercedes AMG GT, we decided it was a car with performance that no superlatives could do justice. So we decided to let the filthy rich do the talking for us. By creating a world of elite supercar owners who just can't believe there's a car better than theirs, we took an unexpected twist on a familiar category. Performance really does speak for itself.

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In conjunction with the TV launch we also created a viral product film which was the most shared auto video online over the period.