“AMG Uncovered” is breaking ground in the realm of automotive content, offering an intimate and unscripted look into the lives of Mercedes-AMG enthusiasts. This social-first video series, conceptualized and shot by Rankin Creative, dives deep into the passion and stories behind these high-performance vehicles and their owners. The inaugural episode features NBA star Shai Gilgeous-Alexander, driving his Mercedes-AMG G 63 to practice and games.
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Gilgeous-Alexander, known for his expanding car collection, highlights the unique appeal of the AMG G 63, describing it as “swaggy” and fun to drive. His involvement in “AMG Uncovered” reflects his genuine enthusiasm for the brand and his desire to connect with the broader AMG community.
“Unique, swaggy, and loud… an extension of me, minus the loud. I’m not loud, I’m quiet.”
Shai Gilgeous-Alexander, 2024 NBA All Star
“I try to drive my AMG G 63 as much as possible. 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.”
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Gilgeous-Alexander also goes on to add, “We’re in Hamilton, Ontario, my hometown, where I grew up and was raised. I love the city, love the people.” He goes on to say that he wishes people knew that, contrary to popular belief, Ontario is not cold all year round. In fact, during the video, the hooper who is known for his fashion-sense, cools himself with a fan while wearing a jacket that he admits is “just to look good.”
But Gilgeous-Alexander is just the beginning. Future episodes promise a star-studded lineup, including Formula 1 driver Lewis Hamilton and supermodel Jess Hart, among others. Each episode features a different personality, offering exclusive insights into their chosen AMG model and the role it plays in their lives.
What sets “AMG Uncovered” apart is its authentic approach. Rather than scripted narratives, the series opts for off-camera moderators guiding organic conversations between the host and the guest. This format allows for genuine exchanges and reveals unexpected details about the owners and their cars.
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Moreover, the series goes beyond mere car showcases. It delves into the personal stories and connections that these individuals have with their AMG vehicles. From favorite features to hidden surprises stowed away in the car, each episode offers a glimpse into the unique bond between owner and machine.
Judith Luise Sauter, Head of Product Marketing at AMG, emphasizes the importance of capturing this emotional connection authentically. “AMG Uncovered” aims to showcase how these vehicles become an extension of their owners’ personalities and lifestyles. By eschewing traditional product videos in favor of genuine storytelling, the series puts the spotlight on the cars and the people who love them.
In a landscape inundated with glossy marketing campaigns, “AMG Uncovered” stands out as a refreshing take on automotive content. It celebrates the diverse community of AMG enthusiasts, from professional athletes to fashion icons, and invites viewers to join them on their journey.
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As the series unfolds, viewers can expect to be entertained, inspired, and perhaps even surprised by the stories that unfold. Whether it’s a NASCAR racer’s customized AMG GT or a supermodel’s love affair with her AMG SL Roadster, each episode offers a window into the world of Mercedes-AMG like never before.
In the end, “AMG Uncovered” isn’t just about cars; it’s about the passion, the personalities, and the stories that make Mercedes-AMG more than just a brand—it’s a way of life.
Watch the 1st episode of AMG-Uncovered, ft. 2024 NBA All Star and Oklahoma City Thunder basketball player, Shai Gilgeous-Alexander, from Hamilton, Ontario:
Hero photo: MERCEDES-AMG
