Mercedes-Benz India has launched a multimedia campaign to support the launch of its CLA 45 AMG sedan. A film conceptualised by Creativeland Asia went online on the brand’s YouTube channel and will air on TV from 22 July, when the car is to be launched.
This is the brand’s first commercial produced in India, informed an agency statement.
The film opens with shooting stars and a super that asks viewers when was the last time they felt something that just couldn’t be put into words. Accompanying a ski boarder on snow capped mountains, a sky diver, and a surfer on screen, the super asks when was the last time the viewer felt an emotion as indescribable as the experience itself. It goes on to say: “Honestly, we get that feeling often.” Post which, the performance of the car is showcased on a race track. The brand then says that it could not find an expression to capture the ‘indescribable feeling’ of driving the car, and hence coined ‘Ah My God!’
Eberhard Kern, MD and CEO, Mercedes-Benz India, said, “As the CLA 45 AMG will reach out to a whole new young customer group, we are launching the ‘Ah My God’ campaign which includes the first-ever India-specific TV commercial. The excitement and buzz already generated in the digital space even before the car’s India launch, is a testimony of the inherent strength of brand AMG and the bright prospect of the CLA 45 AMG.”
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “'Ah My God’ is a simple yet self-explanatory expression we have used to deliver the power of the CLA 45 AMG. We are excited to have been able to create first ever TV commercial of Mercedes-Benz produced in India.”
Client: Mercedes-Benz India
Agency: Creativeland Asia
Creative chairman: Sajan Raj Kurup
Executive creative director: Anu Joseph
Creative director : Sreekumar Puthanveetil
Copywriters : Sreekumar Puthanveetil, Mehul Prajapati
Art director: Bryan Elijah
Planning: Priyanka Kurup
Account management: Harshad Lad, Sejal Shrotri
Music director: Mikey McCleary