Mercedes AMG scored a major sponsorship deal from Cannes Film Festival to use the glittering event as an opportunity to improve Mercedes Benz image as an art-loving, sophisticated car maker, and also showcase the latest products. They also provide a fleet of shuttle vehicles in gold, paying homage to the Palme d’Or (Golden Palm).

Golden cars are among the most ghastly, most ostentatious things in the world. But strangely, they seem to work here. They have not become suddenly cool, but they just sort of fit in with the whole thing. The fleet, including S-Class limo, CLS, E and ML-Class, will shuttle movie stars to the red carpet. Quite an spectacular entrance then.

There will also be a gold Mercedes-Benz SL 65 AMG “45th Anniversary” on display at the Cinema Against AIDS Gala. What’s more AMG is sponsoring “Le Club by Albane” at the J.W. Marriott hotel and the “IWC Filmmakers Dinner” at the Hotel du Cap-Eden-Roc, providing exclusive shuttle service and also individual test drives.