The Catch was filmed in the UK, and intended primarily for UK audiences, but was universal enough to be understood by international audiences.

Currently, in the UK, our view is that automotive brands often create 'glossy' content that feels very marketing-oriented and aspirational, with a slick veneer. The aim of 'The Catch' was to create Mercedes-Benz-branded content that was edgy, authentic, raw and, most of all, had a sense of fun and risk.

The film featured a world record that had never been seen before – the furthest golf shot caught in a moving car. This allowed the film to cut through and achieve take-up from mainstream sports and viral-focused blogs, such as The Awesomer, Bleacher Report, Fox Sports and Bro Bible as well as major news titles around the world such as CNN, ITN (UK), 3News (New Zealand) Herald Sun (Australia). This exposure quickly generated word of mouth and interest in the film, which drove the audience directly to the content on YouTube.

Results:

-Views: 2.63m YouTube views (and counting)

-3,404 tweets

-77, 592 Facebook shares

-$31m estimated value of global media coverage (source: The Media Foundry)

-Global TV coverage including CNN, ITN (UK), RightThisMinute (US), 3News (NZ), Sportschau (Germany), News20four (India), Rude Tube (UK), plus Telegraph, FoxNews, Herald Sun, The Express, Daily Mail news reports.