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.
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
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: 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