Mercedes-Benz | AMG Drafting | Taiwan

Titled 'Drafting’, the spot marks the first branding campaign for AMG in Taiwan. The commercial is tagged with the slogan 'to move in an instant’. The creative concept formulates a imaginary equation, where the definition of AMG equals the speed of light.

Group account director, Ben Hsu at Ogilvy & Mather Taipei, explains: “The mature male audience which Mercedes Benz has always been targeting is also looking for power and fun,” he added. This campaign will add a “sporty flavor” to the brand.

The team at JL Design highlights that the futuristic illustrations in the commercial are partly hand drawn. “Searing car headlights lighting up the darkness proved that man's pursue of speed will never cease,” the team explains.





Credits:
Project AMG Drafting
Client Mercedes-Benz Taiwan
Creative agency Ogilvy & Mather, Taipei
Executive creative director Jennifer Hu
Group creative director Kenny Chian
Copywriter Justin Chia
Senior producer Chiu Chi Chuang
Group account director Ben PC Hsu
Associate account director Jack Chao
Account executive Grant Lee
Design studio JL Design
Executive producer Angela Moo
Creative director JL
Art director JL, Yves Lin
Director JL
Project coordinator Shirley Yang
Head of production Chih Chung Tso
Designers & animators Carol Wu, Utsuo Chen, Showy Lin
3D artists Chih Chung Tso, Waiting Chen, Gilbert Chu, Jason Yang
Music Rockid Lee
Sound effect Peter Pan
Exposure Television, print, online