Mercedes-Benz set out to showcase the engineering excellence and innovation behind the all-electric Mercedes-Benz G 580 with EQ Technology, emphasizing its unique ability to rotate on the spot (G-Turn). The goal was to create a high-impact, organic social media campaign that would maximize brand awareness, highlight product advantages, and drive consumer engagement.
Instead of relying on a traditional product demo, the campaign aimed to turn the G-Turn feature into an engaging visual story — one that would feel natural in digital culture, spark intrigue, and encourage social sharing. By leveraging a bold creative execution with CGI, the objective was to capture the vehicle’s power, control, and agility in a way that resonated with global audiences, positioning the G-Class EV as a leader in both performance and innovation.
To bring this vision to life, we seamlessly combined real-world footage with hyper-realistic CGI, crafting a mixed-reality experience that felt indistinguishable from reality.
Creative Concept:
The campaign drew inspiration from the hammer throw, a sport where an athlete builds momentum before releasing a weighted ball. We translated this movement into a visual metaphor, showcasing the G-Turn’s strength and precision as the vehicle spun with a weighted ball attached. The moment of release created a dramatic payoff, making the feature instantly understandable, relatable, and highly shareable.
Key Execution Highlights:
1. Precision CGI & Seamless Integration – The video combined real-life footage with advanced CGI, ensuring the vehicle’s movement, weight transfer, and environment interaction felt authentic.
2. Authentic Environmental Effects – Special attention was given to sand displacement, tire grip, and dust dynamics to enhance realism.
3. Meticulous Lighting & Texturing – The vehicle, ball, and rope were textured with extreme detail, ensuring believable reflections, shadows, and material physics.
4. Immersive Sound Design – Layered SFX of sand, tension in the rope, and the EV motor’s hum reinforced the impact of every movement.
5. Designed for Virality – The video was structured to grab attention within the first three seconds, maximizing retention and shares.
By achieving an ultra-high level of realism, the execution blurred the lines between CGI and reality, making audiences question if what they saw was real — a key driver for viral engagement and buzz.
The campaign became an instant viral sensation, setting new records for Mercedes-Benz and redefining how automotive innovation is showcased on social media.
100M+ Earned Media Impressions – Amplified by social shares, media features, and organic reach.
24M+ Views across owned media – The video dominated the brand’s social media platforms.
400K+ Engagements (likes, comments, shares) – One of the most interacted posts in Mercedes-Benz history.
#1 Most Viewed Instagram Post in Mercedes-Benz’ History – Achieving record-breaking reach.
$0 Paid Media Spent – 100% organic virality, proving the power of strong creative execution.
By transforming a technical product feature into a viral cultural moment, the campaign cemented Mercedes-Benz G 580’s innovation in the minds of millions.
