Cannes Lions

Roar

BBDO CHINA, Beijing / MERCEDES BENZ / 2018

Film
Demo Film

Overview

Entries

Credits

Overview

Description

We open on a school trip to the museum. Inside, kids are marveling over the skeleton of a T-Rex. A teacher is explaining about the extinct animal, as they heard the skeleton roars, this sends the kids and teachers running. The camera travels from the T-Rex skeleton to the AMG flagship store next door.

Inside, we see engineers working on the exhaust note of AMG-43. They’re revving it and tuning it at the same time. Completely oblivious that the sound has traveled through drainage pipe in their workshop to the grill under the T-Rex.

Meanwhile at the museum one of the patrons has captured everything and has posted it on social media. It goes viral instantly. We see people in various places checking their phones, sharing and liking it. Even a news channel show the post…But in fact, it is the engine sound from AMG-43, like a dinosaur roars.

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