“TOO HARD TO RESIST”: Launch of the global brand campaign with Brad Pitt as Brand Ambassador of the new Mercedes-AMG GT 4-Door Coupé

• Hollywood star Brad Pitt is the face of the global Mercedes‑AMG GT 4‑Door Coupé campaign “TOO HARD TO RESIST”, launching in October
• The campaign, following a Las Vegas stunt, highlights the irresistible appeal of the vehicle, due to its groundbreaking technology

The new Mercedes‑AMG GT 4‑Door Coupé is a car designed not merely to be seen, but to be driven, with an intensely emotional experience behind the wheel. Following the World Premiere in Los Angeles in May, from October on, the new AMG GT 4‑Door Coupé will share centre stage with Hollywood icon Brad Pitt in the new global Mercedes-AMG brand campaign: “TOO HARD TO RESIST”. The campaign follows its successful kick-off event, which featured a Las Vegas stunt with an AMG GT 4‑Door Coupé Prototype in 2025.

Brad Pitt combines ambition and performance – values deeply rooted in the DNA of Mercedes‑AMG – making him a natural fit as Brand Ambassador for the new Mercedes‑AMG GT 4‑Door Coupé. At the heart of the campaign is the tension between a perfectly choreographed Hollywood production and the spontaneous desire to get behind the wheel and drive the car:

Set against the backdrop of Los Angeles, Brad Pitt finds himself in the middle of a high-end film production, surrounded by cameras, crew and carefully planned scenes. Yet the new Mercedes‑AMG GT 4‑Door Coupé changes everything: it is no longer simply a cinematic prop, but the protagonist that takes over the set.

Instead of adhering to the script, the production transforms into a dynamic playground for pure driving emotion. The campaign brings its central message to life: the unfiltered excitement of the new Mercedes‑AMG GT 4‑Door Coupé is simply “TOO HARD TO RESIST”.

The campaign was captured alongside the World Premiere set and brought to life by team x and production house Tony Petersen Film under the direction of Simon McQuoid. The global campaign “TOO HARD TO RESIST” launches in October 2026.

The tagline expresses more than the campaign idea. It captures the character of the car itself: irresistible design, effortless agility and breathtaking intensity. While a film set relies on precise direction, the Mercedes‑AMG GT 4‑Door Coupé represents freedom and an uncompromising desire for performance.

The sports car embodies the brand's pioneering spirit and elevates the driving experience to an unprecedented level. Strictly designed for high performance, the AMG‑GT 4-Door Coupé is based on the exclusive high-performance AMG Electric Architecture (AMG.EA). Three innovative axial flux motors and directly cooled battery cells define a new dimension of performance, delivering up to 860 kW (1,169 hp), which was already demonstrated in 2025 by the spectacular record drive of the CONCEPT AMG GT XX in Nardò.

Mercedes-Benz anniversary year “140 Years of Innovation”

Since Carl Benz filed the patent for the first automobile 140 years ago and Gottlieb Daimler built his motorised carriage shortly afterwards, Mercedes‑Benz has dedicated itself to constant innovation and to creating the world’s most desirable cars for customers. This ambition has driven every innovation – from the world’s first automobile in 1886 to the biggest product launch programme in the company’s history that is currently underway. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement – it creates the unmistakable feeling that runs through everything Mercedes‑Benz does: Welcome home.

Mercedes‑Benz is celebrating 140 years of innovation by driving three new S‑Class saloons on a trans-continental journey to 140 locations worldwide. Each place highlights the brand’s technology, heritage, pioneering spirit and worldwide presence. Along the way, customers, fans and colleagues will get to join in the celebrations – on an epic adventure that will run until October. Follow the “140 Years. 140 Places” drive across six continents on our “140 Years of Innovation | Mercedes‑Benz Media” special and via the Mercedes‑Benz Community.