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New Mercedes-AMG Campaign Aims to Prove Hearing is Believing

Created by BBDO Toronto, the creative will be exhibited in select Cineplex theatres across Canada

New Mercedes-AMG Campaign Aims to Prove Hearing is Believing

Some sounds are powerful enough to require their own theatrical release. This winter, a unique campaign brings the growl of a Mercedes-AMG engine to select 4DX and D-Box Cineplex Cinemas across Canada. This campaign turns off the lights and turns up the excitement with an adrenaline-charged 30-second experience that surrounds the audience with the unique sounds of an AMG engine that is pushing the limits of performance.

Darkened theatres with black screens set the stage for moviegoers to embark on an immersive journey of performance and raw power. The soundtrack for the spot was created by using an impressive mic array to record a Mercedes-AMG E 63 S 4MATIC+ Sedan in its natural environment, the track. In select theatres, D-Box capabilities will synchronise seat vibrations with sounds, and 4DX technology will generate the smell of spinning tires and bursts of wind as the vehicle zooms past the audience. The spot ends with the vehicle coming to a full stop and, with one last powerful growl, appearing onscreen for a split second. Then, the screen fades to black.

“The sound of a Mercedes-AMG engine is so evocative and inspires such a primal reaction. We knew only an unconventional approach would do it justice,” says Virginie Aubert, Vice President, Marketing, Mercedes-Benz Canada. “Moviegoers should make sure to arrive at theatres early this winter, because this campaign is too good to miss: a sensory experience that will take them on an exciting journey even before the opening credits. It captures the true feeling and character of the AMG brand.”

This immersive audio experience is the result of collaboration between BBDO Toronto and Nylon Studios, who created the soundtrack specifically to run in Cineplex theatres across Canada in 4DX and D-Box Cineplex Cinemas, where available. Nylon Studios commissioned sound effects recordist Watson Wu to record the roaring engine and squealing tires. The audio was directed, edited and mixed in 9.1 Dolby Atmos – a first for an automotive manufacturer in the Canadian market – ensuring an incredible audio experience for movie-goers.

Starting December 22, the AMG creative will be running in select theatres across Canada.

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Advertiser: Mercedes-Benz Canada

Marketing Manager: Lesley McLelland

Marketing Communications Manager : Nathalie Gravel

VP of Marketing: Virgine Aubert

Clients: Danny Kok

Marketing Campaign Specialist: Cecilia Chen

Creative Agency

Art Director: Ian Martin / Jinah Lee

Chief Creative Officer: Denise Rossetto / Todd Mackie

Group Account Director: Jennifer Christen (VP)

Agency Production: Beatrice Bodogh

Producers: Jennifer Morrison / Janice Rebelo

Account Supervisor: Dan La Cute

Creative Directors: Trent Thompson (VP) / Dan Gaede (VP)

Copywriters: Angela Hamill / Matt Prokaziuk

Director of Strategy: Paul Hanlon

Production Company

Production Company: Nylon Studios, NY + Sydney

Executive Producers: Hamish Macdonald / Christina Carlo

Sound Recordist: Rob Ballingall / Watson Wu


Edit Company: Ricochet

Editor: Igor Boros

Post Production / VFX

Executive Producer: Hamish Macdonald / Christina Carlo

Director: Rob Ballingall


Sound Mix: Stuart St. Vincent Welch

Mix: Rob Ballingall

Category: Automotive , Cars

Genre: Music & Sound Design