In the latest edition of automotive allure, AMG Uncovered tantalizes enthusiasts with an intimate glimpse into the lives of AMG drivers and their prized machines. The inaugural episode stars none other than NBA All-Star Shai Gilgeous-Alexander, whose Mercedes-AMG G 63 takes center stage in a cinematic celebration of automotive passion. Gilgeous-Alexander, renowned for his expanding car collection, reveals why the G 63 holds a special place in his heart, dubbing it as his go-to companion for practices and games. The series doesn’t stop there, boasting a star-studded lineup featuring luminaries from various domains, including Formula 1 icon Lewis Hamilton, supermodel Jess Hart, NASCAR racer James Kirkham, and motorsport sensation Reema Juffali, each unveiling their unique bond with their AMG rides.
Exploring the Passion, Power, and Personalities of AMG Enthusiasts in an Unscripted Journey
Crafted by the visionary lens of Rankin Creative, AMG Uncovered eschews the scripted for the authentic, employing an off-camera moderator to steer conversations, offering an unfiltered narrative into the symbiotic relationship between owner and machine. These vignettes not only showcase the intricate details and customizations of each AMG model but also peel back the curtain on the unexpected treasures stowed within, from bespoke racing helmets to four-legged companions named Echo. This departure from conventional glossy product presentations serves to elevate the emotional connection between driver and car, underscoring the essence of the AMG ethos as a lifestyle rather than mere transportation.
With Judith Luise Sauter at the helm of AMG’s product marketing, the “Uncovered” series emerges as a testament to the brand’s commitment to authenticity and customer immersion. As viewers immerse themselves in the captivating narratives of these AMG aficionados, it’s clear that more than just vehicles, these machines embody the aspirations, passions, and identities of their proud owners. So buckle up and join the journey as AMG Uncovered invites you to experience the thrill of the road and the stories that unfold along the way.
Exploring the Passion, Power, and Personalities of AMG Enthusiasts in an Unscripted Journey
PRESS RELEASE
Affalterbach, March 15, 2024
“AMG Uncovered” is a new and unscripted series of short videos celebrating the lives of AMG drivers and their cars. To launch the campaign, the first video features Oklahoma City Thunder basketball player and 2024 NBA All-Star Shai Gilgeous-Alexander with his Mercedes-AMG G 63.
The series showcases a host of AMG enthusiasts, ranging from devoted customers to celebrities from the worlds of sports, motor racing and fashion. This star-studded roster includes Mercedes-AMG PETRONAS F1 driver Lewis Hamilton, Australian supermodel Jess Hart, NASCAR racer James Kirkham and Theeba Motorsport driver Reema Juffali. Each personality owns and drives a different AMG model, including the AMG G 63, AMG GT, AMG SL Roadster and the AMG C 63.
Basketball star Gilgeous-Alexander is well-known for his ever-expanding collection of cars. However, he says the Mercedes-AMG G 63 is his car of choice to drive to practice and games.
“I try to drive my AMG G 63 as much as possible. It’s unique, swaggy and fun to drive. This car is an extension of me – which is why I was excited when AMG asked me to be a part of its new ‘Uncovered’ series. It’s cool to see how other AMG owners use their cars – and sharing my passion for this brand with the AMG community.”
Shai Gilgeous-Alexander, professional basketball player
Conceptualised and shot by Rankin Creative, the “AMG Uncovered” content series is designed to feel like a natural and authentic insight into the motoring lives of these AMG owners. By using an off-camera moderator to guide the conversation, “AMG Uncovered” presents an intimate conversation with the chosen personality through the lens of their car. In each film, the star gives an exclusive walkaround of the car, focusing on everything from their favourite details to individual modifications. As the stories unfold, each owner reveals a few surprise items they keep hidden away in their vehicle. These travelling essentials range from a bespoke racing helmet and a vintage BMX bike to the requisite sunglasses, bags of candy and a dog called Echo. These unscripted moments are a deliberate move to step away from the more traditional, glossy and staged style of product videos. As a result, the Mercedes-AMG cars and the personalities are at the centre of each narrative, often with unexpected and emotional storylines.
“We keep hearing from our customers how much they love their AMGs. With ‘AMG Uncovered’, we want to capture this emotional connection in the most authentic way possible. Through the video series, there are always entertaining insights that showcase how the protagonists have turned the vehicles into their own personal AMG. In this way, viewers can immerse themselves in the lives of our customers.”
Judith Luise Sauter, Head of Product Marketing AMG & Sales Top-End-Vehicles
To catch Shai Gilgeous-Alexander in episode one of “AMG Uncovered” and to subscribe to the series, click on this link.
[1]The stated values were determined in accordance with the prescribed WLTP (Worldwide harmonised Light vehicles Test Procedure) measurement procedure. The fuel consumption, energy consumption and CO₂ emissions of a car depend not only on the efficient use of the fuel or energy source by the car, but also on driving style and other non-technical factors.
