Mercedes-Benz

It was the fastest SUV on Earth. Never before had five men gone so fast.

Or at least, that's how we made it feel. It looked like a mom car. So we built the world's biggest slingshot, loaded up five guys, and sold the fantasy of launching this thing across a field like a stone. In a boring, crowded segment, the best way to prove "world's fastest" wasn't a spec sheet—it was a spectacle. The spot was a hit, and we took full credit for making one corner of the SUV market thrilling.