ABOUT FATHERS
AND SONS

ABOUT
fathers
and sons

The BART HICKEY STORY
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“Today is definitely a way to say thank you to my father. If there’s anyone who’s that deserving, it’s him.”

Brendan Hickey

In a nutshell: For Mercedes-AMG we crafted the powerful and moving story of Bart Hickey, a blind mechanic. With more than 7 million views, ‘My Father’s Dream’ became the most viewed film that Mercedes-AMG have ever published on their YouTube channels.

Portrait of Bart Hickey, a blind mechanic, hugging someone. Mercedes-AMG crafted story.

© New Step Media, Mercedes-Benz AG, Looping Group

The Intro: Mercedes-Benz is one of the world’s most iconic luxury car brands and its AMG subsidiary is synonymous with powerful, high-performance vehicles.

A father. A son. And a car.

A father, a son and a car. Two hands touching a Mercedes-AMG motorA father, a son and a car. Two hands touching a Mercedes-AMG motor

© New Step Media, Mercedes-Benz AG, Looping Group

The Plot: Although established customers and ‘petrolhead’ fans of Mercedes-Benz respond to the raw power of its vehicles, especially those with the AMG marque, the company wanted to add a deeper, more emotional resonance to the brand through storytelling.

This was never 
a story about 
the AMG GT R.

Hands reading braille. Bart Hickey's hands reading braille
A father a son and traces of tyres in the sand. Mercedes-AMG story, Bart Hickey.
Portrait of Bart Hickey, a blind mechanic, smiling. Mercedes-AMG crafted story
Hand of Bart Hickey, a blind mechanic, touching a Mercedes-AMG car.

This was a story about Bart Hickey. And his imagination.

PLAY

PLAYPAUSE

The Twist: Brendan Hickey wrote to Mercedes-Benz asking if they could make his father’s lifelong dream ‘to drive a Mercedes’ come true. We set about crafting the powerful and moving story of how Bart, who is blind, could get behind the wheel of an AMG GT R. We added the science of data to every step of the creation of the story, ensuring that edits of the film were optimised for each relevant channel.

“I have imagined driving – to take 
a car out on the Salt Flats in Utah 
and just drive.”

Bart Hickey

Mercedes-AMG car driving in the desert. Sand clouds in desert.Mercedes-AMG car driving in the desert. Sand clouds in desert.

© Jeremy Hill, Mercedes-Benz AG, Looping Group

Mercedes’ most loved film ever.

A father, a son and a car. Bart Hickey together with his son Brendan Hickey next to Mercedes-AMG.A father, a son and a car. Bart Hickey together with his son Brendan Hickey next to Mercedes-AMG.
Picture of Bart Hickey, a blind mechanic, next to a Mercedes-AMG car in the desertPicture of Bart Hickey, a blind mechanic, next to a Mercedes-AMG car in the desert

The Result: My Father’s Dream was the most viewed and liked film that Mercedes-Benz/AMG have ever published on their YouTube channels. It attracted more than seven million views and 300,000 likes. The film has generated more comments than any other film in Mercedes’ YouTube history, 99% of them were positive. It generated significant earned media coverage, including a prime-time TV slot as the number one ‘best moment’ on RTL’s The Ultimate Chart Show. The media value of this spot alone was worth €1m. 

Are you up for the ride?

Bart Hickey, a blind mechanic, driving in a Mercedes-AMG car in the desertBart Hickey, a blind mechanic, driving in a Mercedes-AMG car in the desert

© New Step Media, Mercedes-Benz AG, Looping Group

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