DRIVEN BY DREAMS

DRIVEN BY
DREAMS

THE WILL.I.AM. STORY
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“I like trying things out, flippin' stuff. This is like me hip hoppin' a car.”

Will. I.AM.

In a nutshell: With AMG Uncovered, we initiated a new storytelling approach: pairing high-performance cars with absorbing personalities, focusing on how AMG inspires them. Over 4.1m people have viewed the AMG Uncovered Series.

A photo of Will.I.Am sitting in his Mercedes-AMG car.A photo of Will.I.Am sitting in his Mercedes-AMG car.

Will. I.AM. © Sterling Hampton

The Intro: Mercedes-AMG is the high-performance subsidiary of Mercedes-Benz AG, they hire independent engineers and manufacturers to customize Mercedes-Benz AMG vehicles. They typically have higher performance levels, better handling, better stability and more extensive use of carbon fibre than their regular Mercedes-Benz counterparts.

True luxury is

more than a

product.

It's personal.

A photo of the hands of Will.I.Am standing next to his Mercedes-AMG.
A photo of Will.I.Am standing next to his Mercedes-AMG.A photo of Will.I.Am standing next to his Mercedes-AMG.

Four faces. Four dreams. And the AMG.

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PLAYPAUSE

AMG Uncovered. Driven by Dreams Feat. Will. I.AM © Looping Group

The Plot: They launched the content series AMG Uncovered in 2020 in order to broaden the spectrum of their moving image portfolio. To further emphasise its focus towards a refined lifestyle, they were looking for a way to initiate a broader female shift towards the brand. They wanted to increase the engagement and loyalty of this new target group of hedonists while still motivating their existing customers.

PLAY

PLAYPAUSE

AMG Uncovered. Be Yourself Feat. Jess Hart © Looping Group

“At some point, I had to ask myself what my true passion was.”

Jess Hart, Model, Los Angeles

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PLAYPAUSE

AMG Uncovered. Unstoppable Spirit Feat. The Duc Ngo © Looping Group

“I think my drive for being successful comes from being an immigrant. I always had to do more than others.”

The Duc Ngo, Chef, Berlin

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PLAYPAUSE

AMG Uncovered. Chase Your Dreams Feat. Debra Bennett © Looping Group

“I just knew that I wanted to do that: racing.”

Debra Bennett, Race Driver, Austin

The Twist: We initiated a new storytelling approach, stimulating the interests of these hedonists by pairing the cars with absorbing personalities and focusing on how AMG inspires them. Among others, we identified will.i.am and Jess Hart as protagonists whose life is a lesson in courage, tenacity, and determination. Pushing limits is in their DNA and driving their AMGs gives them the thrill of independence and freedom they have been seeking all their life.

A photo of Will.I.Am as a child in school.
A picture of a chocolate dessert with ice cream and chocolate sauce.
A photo of Debra Bennet, race driver, as a child driving in her go-cart.
A photo of Debra Bennet, race driver, standing on the race track for Mercedes-AMG.

The Result: Over 4.1m people have viewed the AMG Uncovered Series with an average watch time of 64%. The average number of female viewers has risen above the benchmark at 37%. In just over a year, the series has generated over 20m impressions.

So, what drives you?

Close-up of black Mercedes-AMG reflecting the sun.Close-up of black Mercedes-AMG reflecting the sun.

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