Mercedes takeoff

Behind the Work

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The Mercedes-Benz C63 AMG delivered breathtaking acceleration, but we had a problem: not enough cars for everyone to experience it.

So we found a way to scale the test drive. Partnering with Emirates Airlines, we played a first-person acceleration film from the C63 AMG on seatback screens just as the aircraft accelerated down the runway.

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For a few unforgettable seconds, passengers didn’t just watch the car’s performance. They felt it. The result was a simple idea that required determination, precision, and collaboration to bring to life.

Results That Matter

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The campaign turned a product feature into a real-world experience for thousands of passengers, earned a Silver Cannes Lion in Film, and helped establish a platform of innovative work that contributed to Mercedes-Benz’s continued growth and market share gains in the region.