“Everything but quiet”
The campaign for the first Mercedes-AMG E PERFORMANCE model: An exciting co-creation with global star and tech entrepreneur will.i.am as the new Mercedes-AMG brand ambassador for E PERFORMANCE.
Affalterbach. The world-famous American musician and seven-time Grammy-winning producer will.i.am is the new Mercedes-AMG brand ambassador for E PERFORMANCE. He makes his first appearance in the launch campaign for the new Mercedes-AMG GT 63 S E PERFORMANCE (weighted, combined fuel consumption 8.6 l/100 km; weighted, combined CO2 emissions 196 g/km, weighted electrical consumption: 10.3 kWh/100 km). The 4-door coupé is the first performance hybrid and the most powerful production vehicle from Affalterbach – inspired by technology from Formula 1. It transports the DNA of AMG Driving Performance into an electrified future. Accordingly, “Everything but quiet” is the core idea and claim of the campaign. Its centrepiece is a 60-second film that British star photographer and director Rankin staged as a sophisticated play of character parallels between the two game-changers will.i.am and the AMG GT 63 S E PERFORMANCE. As a true car enthusiast, will.i.am also wrote and produced an exclusive song for the campaign. He will release the single and the related music video on September 10th, 2021.
“We’re delighted to work together with will.i.am as brand ambassador and family member for our journey into the new era of electrified driving performance. He’s the perfect partner for Mercedes-AMG. Because he's not just a car guy, he also carries the same DNA as we do: always going one step further, innovating with passion and pushing boundaries to achieve new goals. It’s precisely this passionate bond that is expressed in the cooperation to launch our first production hybrid model under the claim ‘Everything but quiet’,” said Philipp Schiemer, CEO of Mercedes-AMG GmbH.
“Cars are my passion, especially those from AMG. And I love to improve an existing product, to push the limits and to fuse things that were never supposed to go together, that’s hip hop – the house I was born in. And that's what drives me – I am honoured to be part of AMG’s journey into the future of fantastic hybrid high performance driving,” said will.i.am.
The perfect partnership of will.i.am and Mercedes-AMG
will.i.am is the epitome of a multi-faceted talent. He became world famous as co-founder and frontman of Black Eyed Peas. Today he is a musician, producer, and tech entrepreneur. His work is fed by an exciting mixture of creativity, vision and curiosity for technology. This is also evident in his second passion besides music. will.i.am loves cars and refines them meticulously, with a high level of technical and aesthetic understanding. He has a keen eye for innovations that bridge the gap between culture and technology. Always wanting to improve things, will.i.am strives to question the existing, push boundaries and never rests until he has found the optimum – just like the team at Mercedes-AMG.
The campaign for the AMG GT S E PERFORMANCE
Pushing the limits with will.i.am and Lewis Hamilton and it's the same spirit that drives seven-time Formula 1 world champion Lewis Hamilton, who also appears in the launch campaign for the Mercedes-AMG GT S E PERFORMANCE. Here, the British Mercedes-AMG Petronas F1 driver embodies the transfer of motorsport technology to the first series production performance hybrid.
The campaign focuses on the 60-second hero film with will.i.am and the Mercedes-AMG GT 63 S E PERFORMANCE. In addition, it includes 30-second cut-downs, an interactive interview with will.i.am and Lewis Hamilton and a variety of social-media assets. Rankin Agency London is responsible for the idea, concept and implementation. As the face of the AMG GT hybrid campaign, will.i.am worked closely with Mercedes-AMG and renowned, creative photographer Rankin.
The campaign for the first E PERFORMANCE model kicks off with the new “Everything but quiet” claim. It will be the central message of the marketing communications for all E PERFORMANCE models and will reinforce the emotional brand experience of electrified driving performance. The focus of the long-term partnership between will.i.am and Mercedes-AMG will be surrounding E PERFORMANCE, innovations, and different kind of music projects.