NBA star launches “AMG Uncovered” series by Rankin Creative

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Mercedes-AMG has launched a new campaign series called “AMG Uncovered”, featuring 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.

AMG Uncovered

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, and 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”, said Gilgeous-Alexander.

“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.”

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”,said Judith Luise Sauter, Head of Product Marketing AMG & Sales Top-End-Vehicles.

“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.”