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Growl

The (unbranded) piece of content sees a South African traffic officer approach the driver of the Mercedes-AMG. At first it seems like the officer might ask for a bribe (filmed in such a way so as to look like an organic piece of content, as well as bribery being common in South Africa), but instead, the officer walks around the car admiring it. He then asks the driver to rev the car so he can hear “the beautiful sound”, before attempting to mimic the AMG’s distinctive growl. The cop and driver share a laugh.

Client

Advertiser: Mercedes-Benz

Brand: AMG

Clients: Selvin Govender

Creative Agency

Creative Agency: Net#work BBDO

Copywriter: Kyle Jacobson

Art Director: Steven Tyler

Strategist: Michael Blunden

Executive Creative Director: Brad Reilly

Chief Creative Officer: Mike Schalit

Account Management: Ryan Livie

Production Company

Production Company: Flare

Director: Steven Tyler, Kyle Jacobson

DOP: Steven Tyler, Kyle Jacobson

Offline

Edit Company: Flare

Editor: Ryan Paikin

Category: Automotive, Cars

Genre: Digital, Experiential, Luxury, PR, People, Strategy/Insight