While mudslinging is not only legal but actually pretty common in the U.S. and some other countries, it is lawbreaking in most of the world. In order to somewhat get around that, Mercedes-AMG decided to mock the Porsche 911 and its fans in a "relatively" subtle matter in its latest commercial. Starring the Mercedes-AMG GT, a small boy and the ghostly shape of a Porsche 911, the ad is clearly made to poke fun at the rear-engined sports car and all the fans who grew up wanting one — or have one.
Part of a worldwide launch campaign rolling under the message "Handcrafted by Racers," the commercial will soon be accompanied by ads in print, television and online, though not all of them will be shaking a stick at the 911. "Our campaign focuses on the essence of what makes the Mercedes-AMG GT so fascinating: the quest for pure, performance-oriented perfection and the desire to rise to challenges and win through. The claim embodying the Mercedes-AMG DNA, ’Handcrafted by Racers,’ serves as a leitmotif which is manifested in various guises throughout all communication activities and channels," said Jens Thiemer, head of PR at Mercedes-Benz Cars. "The campaign authentically positions the new Mercedes-AMG GT as a genuine challenge to the established contenders in its class."
In other words, if my understanding of wooden marketing language is correct, we can expect other sports-car makers to be also subtly referenced in the upcoming Mercedes-AMG GT ads, with the Jaguar F-Type Coupe probably in line for the same treatment. The Chevrolet Corvette, despite sporting a similar front-midship engine arrangement, would also be a good competitor performance-wise, but nobody will ever cross-shop the GT and the Vette, right?
Unveiled at the 2014 Frankfurt Motor Show but not yet on the market, the Mercedes-AMG GT and GT S will soon find their ways into the parking lots of golf resorts and plastic surgery clinics, along with a decent number of circuits. Powered by two versions of an all-new, twin-turbocharged, 4-liter V-8 engine paired with a dual-clutch transaxle, the GT and GT S are loosely based on the SLS AMG, but are priced much lower in order to better compete in the Porsche 911 segment. Thanks to 503 horsepower and 479 pound-feet of torque, the Mercedes-AMG GT S has a naught-to-60 mph time of just 3.7 seconds, more than enough to actually leave a Porsche 911 Carrera GTS in the dust in a straight line, as the amusing ad above is trying to show at one point.