Print advertising will be initiated from February 2010. A red Mercedes-Benz SLS AMG is situated on grey asphalt against a black backdrop and is supported by a brief message, such as "Oh Lord ..." or "A cockpit. An engine. Two wings. Is it still a car?".
There's also a TV advert with Michael Schumacher, the seven-time Formula 1 World Champion and Mercedes GP Petronas driver, set to kick-off on January 30, 2010. This is expected to run until the end of March.
In a release, Anders Sundt Jensen, Head of Brand Communications for Mercedes-Benz Cars, said that it is "immediately obvious" that the SLS AMG is the "ultimate and most exciting sports car of all time."
Jensen also said that the campaign is focusing on elements that account for the excitement and passion of the Mercedes-Benz SLS AMG. These elements are of course the unique design and the perfect high-performance technology.
The underlying theme, "Is it still a car?", runs through all communication activities and channels." This February, a new iPhone SLS AMG application will become available, featuring a 360 gameplay with iPhone's "accelerometer" technology.
In addition, players will be able to access several modes. They can either play alone, or demonstrate their driving skills in races against other players from all over the world.