Ah My God: What the newest Merc wants you to feel

Mercedes-BenzIndiahas announced the launchof its newest addition to the family, the CLA 45 AMG. While the car will be officially launched on 22 July, 2014, the brand is attributing it as an important first. A launch campaign, named ‘Ah My God’ and also to be launched on July 22, has been created by Creativeland Asia for the new car. This is the first time that Mercedes-Benz has created TVC especially for India.

Commenting about the campaign, Eberhard Kern, managing director and CEO, Mercedes-Benz India said, “Driving performance is the brand pledge of our performance brand - AMG - and we at Mercedes-Benz are all set to redefine performance motoring in India with the launch of the CLA 45 AMG. This compact performance sedan is the latest AMG inIndiaand its immense potential excites us tremendously. As the CLA 45 AMG will reach out to a whole new young customer group, we are launching the ‘Ah My God’campaign which includes the first-everIndiaspecific TV Commercial. The excitement and buzz already generated in the digital space even before the car’sIndialaunch is a testimony of the inherent strength of brand AMG and the bright prospect of the CLA 45 AMG.”

The TVC begins with a question to viewers - ‘When was the last time you felt something you just couldn’t put into words? The ad then goes on to describe an indescribable feeling which is put in words through the expression - ‘Ah My God!’ through a series of montages.

Watch it here:

Said Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, “‘Ah My God’ is asimple yet self-explanatory expression we have used to deliver thepower of the CLA 45 AMG.We are excited to have been able to create the first ever TV commercial of Mercedes-Benz produced in India."

Credits:

Client (Brand) : Mercedes-Benz India

Agency: Creativeland Asia

Creative chairman: Sajan Raj Kurup

Executive creative director: Anu Joseph

Creative director : Sreekumar Puthanveetil

Copywriters : Sreekumar Puthanveetil, Mehul Prajapati

Art director: Bryan Elijah

Planning: Priyanka Kurup

Account management: Harshad Lad, Sejal Shrotri

Music director: Mikey McCleary