To promote the new AMG 45, the faster version of the Mercedes-Benz A-class, DVR technology was hijacked to create an unstoppable TV ad. Two commercials would be broadcasted at different speeds. At normal speed, viewers watched the standard version of the A-class spot. If viewers fast-forwarded the spot, they watched the faster version, advertising the faster car: the AMG 45. This ensured that the A-Class was not missed during the commercial break, regardless of the playback speed.
Salvatore Russomanno Role: Ideation, Copywriting & Production.
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