Mercedes SLS AMG Tunnel Experiment

Mercedes-Benz is promoting the SLS AMG sports car with the Mercedes Tunnel Experiment, an advertising campaign featuring Formula One driver Michael Schumacher. Launched in January 2010, the commercial first showed Vancouver professional stunt driver Garvin Cross preparing to drive the vehicle at speed through China Bar Tunnel in Fraser Canyon, near Hope, BC. He drives the winged car past emergency crew, up a wall, onto the tunnel’s ceiling before coming down the other wall and heading out the other end of the tunnel. Later in the year a new version was released, showing Schumacher in the red SLS AMG through a tunnel at high speed, steering it off the road, up one wall, across the ceiling, down the other wall, before safely and smoothly getting the car back on the road. The commercial is part of a campaign asking the question, “Cockpit, Triebwerk, Flügel. Ist das noch win Auto?” (Cockpit, engine, wing – is it still a car?).

Mercedes SLS AMG Tunnel interior


Mercedes SLS AMG Mercedes Tunnel Experiment
Mercedes SLS AMG Mercedes Tunnel Experiment firemen
Mercedes SLS AMG Mercedes Tunnel Experiment Michael Schumacher
Mercedes SLS AMG Mercedes Tunnel Experiment Is it still a car?
Mercedes SLS AMG Cockpit, Triebwerk, Flügel. Ist das noch win Auto? Mercedes Tunnel Experiment

Mercedes Tunnel Experiment Credits

The Schumacher in Mercedes Tunnel campaign was developed at Jung von Matt/Alster, Hamburg, by chief creative officers Deneke von Weltzien, Bernd Krämer, creative directors Thimoteus Wagner, Christian Fritsche, Timm Hanebeck, art directors Jonas Keller, Martin Strutz, graphics team Andreas Wagner, Andres Maldonado, Dino Erdmann, Christoph Jäger, Christopher Brinkmann, copywriters Daniel Pieracci and Luca Rescheleit, web concept team Gregor Fraser, Robert Ehlers, motion designer Nina Borrusch, account team Christian Hupertz, Claus Jacobsen, Sonja Stockmann, Florian Schramm, Matthias Weigand, Maria Groh, strategic planners Carsten Hendrich and Thomas Zervos, agency producer Meike van Meegen, art buyers Susanne Nagel and Bianca Winter, desktop publishers Marion Beeck and Sandra Groetsch, print production team Malte Rehde, Micha Kuehn, Stefan Eisele, and producer Marcus Loick.

Music was produced at White Horse Music by Gerrit Wintersteen. Sound was produced at Audioforce by Thomas Süß and Robert “robster” Henke.

Filming was shot by directors Jeffrey Lisk and Berndt Possardt via Markenfilm, with producers Oliver Hack and Christine-Marie Gardeweg, directors of photography Ekkehard Pollak and Fabian Hothan, production designer Malte Nitschke, editors Sören Görth, Lennart Seeburg, Moritz Hausdörfer, Constantin v. Seld.

3D post production was done at Pixomondo by 3D artist Piet Hohl. After effects were produced at BM8. Flame work was by Christoph Zapletal at Deli Pictures.

Photographer was Igor Panitz via BFF.