Mercedes-AMG campaign for the most powerful E-Class of all time: "Rule on" – star photographer Rankin showcases the E 63 S 4MATIC+

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Affalterbach.  Today is the start of Mercedes-AMG's striking "Rule on" market launch campaign for the new E 63 S 4MATIC+ (combined fuel consumption: 9.1‑8.8 l/100 km; combined CO₂ emissions: 207‑199 g/km). The campaign is as extraordinary as the executive saloon itself. The concept derives from the core of the target group: managers and entrepreneurs who go their own way and live by their own rules – just like the AMG E 63 S 4MATIC+. British star photographer and director Rankin showcases the performance saloon with actors who depict the world of these high achievers. He has produced impressive photographs and three short films, each of which has the character of a 60‑second stage play. They relate dynamic stories drawing on a high-octane combination of the rules for success in business and the strengths of the vehicle. The campaign will kick off online on the social media channels of Mercedes-AMG and #mercedesbenz.

British photographer Rankin is well known for presenting things in an unusual light while maintaining an authentic and true-to-life approach. The three campaign films under http://amg4.me/AMGE63 show the complexity that career people face in their lives today. They have to go their own way to achieve their aims. Much in the same manner as the performance saloon makes its own rules when it comes to driving dynamics. Rankin takes maxims from the everyday working lives of successful managers and entrepreneurs and transfers them to the area of mobility. The spots are entitled "Focus Your Energy", "Don’t Waste Anybody’s Time" and "Appear Where You Are Not Expected". Each film consists of a character piece which was shot at the Warner Bros. Studios in London and dynamic vehicle footage produced in downtown Los Angeles.

More information on the press release