250 Reasons …
250 Reasons not to buy the Mercedes-AMG PureSpeed
2025
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MERCEDES-BENZ AMG
250 Reasons Not to Buy the PureSpeed defies traditional advertising. Instead of selling reasons to own the car, we celebrated the reasons not to. Across 250 unique assets, we amplified everything that made this car unconventional – no roof, no windshield, no windows, an eye-watering price tag, and a limited run of just 250 units. Even its Formula 1-inspired HALO protection system became part of the playful narrative. The campaign brought Mercedes-AMG’s rebellious spirit to life, sparking conversations across social media and beyond. After all, when you drive a car like this, the odds of a salmon hitting you in the face are low – but not zero. Sunburn? Guaranteed. Privacy? Forget it. And with a HALO this striking, don’t be surprised if skaters start grinding on it or gymnasts turn it into an Olympic apparatus. Social Media, Ambient, (D)OOH, Print, Merchandise
BACKGROUND
Mercedes-AMG had lost touch with its rebellious roots. Now it had to launch the PureSpeed: a million-euro car with no roof, no windscreen and no windows, limited to 250 units.
IDEA
Don't give people reasons to buy it. Give them 250 reasons not to, one for every car. Every drawback became a selling point, from guaranteed sunburn to the odds of a salmon hitting you in the face.
EXECUTION
250 unique assets. It started as organic social, replying to trends and subcultures with reasons not to buy the car, then grew into DOOH, guerilla, a pop-up burger event, murals, merch, a job ad for a Personal Meteorologist and a PureSpeed mod in GTA Online.
AWARDS
CANNES LIONS
1× Bronze — Multi-Platform Social Campaign
ADC GERMANY
1× Silver — Integrated Campaign
1× Bronze — Art Direction, Integrated
1× Bronze — Art Direction, Social
1× Merit — Social Media Idea
1× Merit — Campaign Writing
1× Merit — Social Media Text
D&AD
1× In Book — Luxury
AGENCY
antoni_garage (team x)
PRODUCTION
LeBerg Berlin
DIRECTION
Tom Emmerson
CREATIVE DIRECTION
David Kaufmann
Daniel Duhn
CRAFT DIRECTION
Sandra Uthmöller
ART DIRECTION
Nithika Romy
Christoph Laurisch
Tatiana Kaufmann
COPYWRITING
David Kaufmann
Daniel Duhn
Basak Özkeskin
Christoph Laurisch
