Mercedes-AMG was more than proud to announce "the most powerful E-Class of all time" in the new E63 S 4Matic+. Apart from being a mouthful to say, the new super sedan comes pre-loaded with 603 horsepower (450 kilowatts) courtesy of a monstrous 4.0-liter biturbo V8. In an effort to show off all that power to potential buyers, Mercedes has rolled out an all-new ad campaign filled with over-the-top analogies.
With the help of British photographer and director Rankin, Mercedes developed four short films aimed at "managers and entrepreneurs" that "play by their own rules." The four spots are entitled "Focus Your Energy," "Don’t Waste Anybody’s Time," "Appear Where You Are Not Expected," and "Rule On." Each film was shot at Warner Bros. Studios in London with vehicle driving footage produced in downtown Los Angeles.
Gallery: 2018 Mercedes-AMG E63 S: LA 2016
The first spot, "Focus Your Energy," see a manager dividing her attention between four different offices, similar to the available 4Matic all-wheel-drive system. The second spot, "Don’t Waste Anybody’s Time," uses an hourglass to visualize time and a drop of water to suggest the stoppage of that time, an analogy to the the E 63 S, Mercedes suggesting that the car "is enough to make anyone wish that time would stand still."
The third spot, "Appear Where You Are Not Expected," shows a businessman walking through a skate park and helping a skateboarder back to his feet before appointing him as social media manager. The fourth and final spot, entitled "Rule On," is a bit less… dramatic. It forgoes the symbolism and simply shows the E 63 S doing what it does best – driving fast and drifting around L.A.
The campaigns will kick off on Mercedes-Benz and Mercedes-AMG social media channels in the coming weeks. You can watch them all below.