The new campaign “Are you AMG-ready?” marks the start of the positioning of the Mercedes-AMG brand as a sub-brand of Mercedes-Benz with the aim of strengthening the product portfolio as a performance luxury brand. The campaign not only introduces a new AMG brand identity and attitude, it also forms the communicative prelude for all upcoming product campaigns. It is designed to bind existing customers to the brand and conquer new target groups. In doing so, it focuses on the timeless AMG spirit.

The campaign idea and concept come from the agency of British star photographer and filmmaker Rankin. “Are you AMG-ready?” is the London team’s first campaign as Mercedes-AMG’s new lead agency.