The Mercedes-AMG GT 4-Door Coupé campaign: Take life with a sporty approach in the new Mercedes-AMG GT 4-Door Coupé: "Life is a race"

Dec 7, 2018

"Life track" can be seen on YouTube:

Affalterbach. The new Mercedes-AMG GT 4-Door Coupé is the youngest member of the AMG GT family. It shares both its DNA and its uncompromising racing spirit with the other members of the family. Yet there is one big difference: the Mercedes-AMG GT 4-Door Coupé offers more space and more potential uses and systematically extends the AMG GT family.

Mercedes-AMG is linking the market launch of the family sports car with a campaign in three phases:

  1. The product phase began with the world premiere in March 2018 and positioned the vehicle in the competitive environment with the main message: "The GT 4-Door Coupé – the ideal of a 4-door GT sports car."
  2. The portfolio phase of the campaign to mark sales release in July 2018 followed the message: "The GT 4-Door Coupé – a proud new member of the AMG GT family." Formula 1 World Champion Lewis Hamilton took part in the social media activations.
  3. The image phase to conclude the campaign in December 2018 positions the vehicle as follows from the target group perspective: "The GT 4-Door Coupé – Life is a race."

More information can be found in the Mercedes-AMG GT 4-Door Coupé webspecial at:

TV commercial: the central theme of the campaign is the TV ad "Life Track". In fast-paced images it blends the best of both worlds: dynamic Racing Performance and a creative and multifaceted lifestyle. The film shows sequences alternating between sporty driving on a racetrack and snippets from the life of the main protagonist. His everyday life feels like a race to him, from the morning start through setbacks and overtaking manoeuvres to the finishing line with his partner at dinner. Both worlds blend symbolically in the film to form one world. The viewer delves ever deeper as he simultaneously experiences a racing sequence. The Mercedes-AMG GT 4-Door Coupé is an equal partner: they are both strong, confident and emotive at the same time. The four-door model demonstrates superior performance in every situation.

The main location for shooting the film production was the Costa del Sol in the south of Spain. The racetrack scenes were made at the private Circuito Ascari near Ronda and in Marbella.

The campaign: "Life is a race" is the first global Mercedes-AMG campaign produced by AMG headquarters and the two top markets of the USA and China, headed by the agencies STAUD STUDIOS, Merkley+Partners from New York and BBDO China. The focal points are Europe, the USA and China. The TV ad is flanked by extensive social media activities such as images, film sequences and editorials. The campaign is complemented by a web hub and a series of digital displays. In order to take into account the special regional factors a 360-degree toolbox was developed, enabling the markets to implement the campaign content flexibly to meet their needs.

Credits: STAUD STUDIOS in Leonberg was responsible for the idea, conception and implementation of the first two phases of the campaign. The US creative agency Merkley+Partners and STAUD STUDIOS were jointly responsible for creating and producing the imagery for the third phase. The web hub was implemented by SYZYGY from Frankfurt.

The Mercedes-AMG GT 4-Door Coupé: more space, more power, more goose bumps– the new Mercedes-AMG GT 4-Door Coupé delivers driving experiences in new dimensions and extends the AMG model family. The new coupé is the first four-door sports car from Affalterbach and draws directly on the legendary SLS and AMG GT models of success. As another vehicle developed autonomously by Mercedes-AMG it combines unique design, high comfort and outstanding sports car engineering with an athletic, four-door fastback layout. So it offers more space and more potential uses. Systematic expansion of the AMG GT family to include the 4-door coupé opens up the sports car segment to those looking for a vehicle for day-to-day use, but unwilling to go without the unparalleled performance of Mercedes-AMG.

The new AMG GT 4-Door Coupé (Fuel consumption, combined 11.3 - 9.4 l/100 km, CO2 emissions, combined 257 - 215 g/km) delivers special driving experiences on all levels and with a top speed of up to 315 km/h and its driving dynamics it cuts an effortlessly superior figure wherever it goes. Powerful, up-to-date 6-cylinder in-line and V8 engines with outputs ranging from 320 kW (435 hp) to 470 kW (639 hp) allow completely new driving experiences and combine impressive performance with modern efficiency.

* The stated figures were determined in accordance with the prescribed measuring method. These are the "NEDC CO2 figures" according to Art. 2 No. 1 Implementing Regulation (EU) 2017/1153. The fuel consumption figures were calculated based on these figures. **Kerb weight according to DIN, not including driver; ***Kerb weight according to EC, including driver (75 kg)