THE FIRST
AUTOMOTIVE CAMPAIGN
PROMOTING REASONS
NOT TO BUY.
In December 2024, Mercedes-AMG released the Purespeed. A car with no roof, no windshield, no window, but a price tag of 1.000.000 USD. Limited to 250 units, Purespeed is a radical interpretation of the brand’s motorsports heritage.
Our approach: just as radical as the car itself. A campaign that defies traditional advertising and embodies the rebellious spirit of Mercedes-AMG. We didn’t look for “reasons to buy” but reasons not to buy this car. 250 assets that played with what makes this car unique, and proved its iconicity.
A CAMPAIGN NOT FOR
THE 1% WHO CAN BUY IT
BUT FOR ALL AMG-FANS.
What started as a social media campaign became more than that. We invented products, created a new job as a “Personal Meteorologist” at Mercedes-AMG, mixed reality with out of homes, guerrilla ideas and eventually brought the car to GTA Online so fans could take it for a spin themselves. We celebrated being unreasonable for 250 reasons.
