We've seen some rather unfortunately garish chrome-jobs in our day, and yes, some have even ladled on the shiny stuff in gold. Many of those have also been Mercedes-Benz vehicles. But while we've come to expect that kind of bling from owners with cash coming out of their Ferragamo shoes, we didn't expect the same treatment to be carried out by Mercedes-Benz itself on its own vehicles.

We were wrong. Because that's precisely what the German automaker had in store for this year's Cannes International Film Festival. For the awarding of the prestigious 65th Palme d'Or, Benz rolled out a fleet of vehicles wrapped in gold in which it shuttled around movie stars and other celebrities. Among the attendees were the CLS four-door coupe, ML sport-ute and S-Class limousine.

The AMG division was also on hand to show off the new SL65 and offer celebrities a chance to drive their latest offerings. Hopefully those convinced on the Cote d'Azur to place an order will have the good sense to forgo the gilded treatment, though. See what Daimler had to say for itself in the press release below.
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Mercedes-Benz and AMG at the Cannes Film Festival: Golden fleet for the 65th Palme d'Or

Stuttgart/Cannes. Star quality befitting the anniversary of the Cannes International Film Festival: to celebrate the awarding of the 65th Palme d'Or (Golden Palm), Mercedes-Benz and Mercedes-AMG are providing a fleet of shuttle vehicles in gold. Mercedes-Benz and its performance-brand AMG will also be creating a unique automotive experience by supplying other shuttle services, showcasing vehicles and offering exclusive test drives to guests and visitors to this year's film festival from 16 to 27 May 2012.

As a tribute to the 65th anniversary of the Palme d'Or, the golden Mercedes-Benz fleet will be driving through Cannes offering VIP guests of the film festival an outstanding shuttle service. A very special star will also be shining at the legendary Cinema Against AIDS Gala being organised by the amfAR foundation at the Hotel du Cap-Eden-Roc on 24 May: a gold Mercedes-Benz SL 65 AMG "45th Anniversary". The iconic SL sports car celebrates its 60th birthday this year, while the AMG performance brand turns 45. Mercedes-Benz is co-sponsor of this top-class gala, which is one of the most prestigious events held during the film festival. Shuttle vehicles provided by Mercedes-Benz will ensure attendees make a spectacular entrance when they arrive on the red carpet.

High-performance AMG brand offering individual test drives

AMG, the high-performance division of Mercedes-Benz, is sponsoring the legendary "Le Club by Albane" at the J.W. Marriott hotel and the "IWC Filmmakers Dinner" at the Hotel du Cap-Eden-Roc on 21 May 2012. For both events, the brand will be providing an exclusive shuttle service featuring various vehicles to ferry guests to the red carpet. The new Mercedes-Benz SL 65 AMG "45th Anniversary" will likewise be on show at the "IWC Filmmakers Dinner".

Every day throughout the festival, Mercedes-AMG invites guests and visitors to experience true "Driving Performance" on individual test drives along the French Riviera in various current AMG models. Interested parties are welcome to register for a test drive between 11 a.m. and 4 p.m. daily at the AMG desk in the lobby of the Hotel InterContinental Carlton Cannes from 16 to 27 May 2012. Throughout the festival, a Mercedes-Benz SL 63 AMG will be on display outside the hotel – in keeping with the festival, the vehicle will be staged on a film set.

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    • 1 Second Ago
      • 3 Years Ago
      Looks like they came right out of the movie The Dictator.
      • 3 Years Ago
      whew! who came up with this idea? trying to appeal to the rappers?
      The Wasp
      • 3 Years Ago
      Maybe it's just the gold but that S-Class limo looks terrible.
      • 3 Years Ago
      Considering the event, the location and the brand, this does not surprise me in the least.
      • 3 Years Ago
      Please tell me this isn't real gold
      • 3 Years Ago
      It wasn't bad marketing advice, it was MB's own bad decision. They made the final call. So it not only speaks volumes about their target consumer demographic, it speaks volumes about Mercedes Benz. They've officially lost touch with their tradition of understated yet elegant styling that complimented the Mercedes driving experience and made a Mercedes a complete luxury package. They used to set a standard. Now the only good part left is their interior design, which is slowly falling off the deep end as well. Their new exterior design esthetic foregoes elegance and beauty in favor of too much bling, too many cheesy scoops, too many irrelevant styling features, ugly, overwrought, and OVERSIZED headlight design, and overdone AMG upgrades that can't really get power to the ground--so they're really only good for hooning around. Is this what Mercedes wants to be? An awful wannabe luxury "sell out" bling-maker? That wants--no needs--to be loved by the nouveau riche tools of our new global economy? Do you get a free fake orange tan and some Botox with that gold plating? Or just some fake breasts? Anything for money I suppose, even if it means trampling all over their own design tradition. It's a bit like their people when I last dealt with them. After too many years of grey austerity and discipline in the office, the new employees--even the engineers--over-compensated by wearing hot pink and purple ties and shirts. The more expensive and flamboyant, the better. Such touched posers. This gold plating is poser branding without substance. I am so disappointed in Mercedes Benz. They've lost touch with their own identity. Thank God for the British brands—even if they aren’t really British anymore.
      • 3 Years Ago
      Who does this say more about, MB and they're marketing dept, or the tasteless celebs and Russian mafia customers they're chasing?
      • 3 Years Ago
      • 3 Years Ago
      Umm you all do understand they wrapped them like this just to make them stand out from ALL the other Mercedes on the Cote d'Azur, right?? You know, like taxis, because that's what these are, temporary taxis. They aren't offering a gold wrap as an option, you guys need to calm down.
      • 3 Years Ago
      Um, any idea what color the "prestigious 65th Palme d'Or is"? Calm down people, it's just marketing for the occasion.