Mercedes-Benz returns to the Super Bowl for its fourth time on February 5 with an ad called “Easy Driver,” commemorating the 50th anniversary of the Mercedes-Benz performance sub-brand AMG and the upcoming debut of the high-performance Mercedes-AMG GT C Roadster. The Mercedes’s Super Bowl advert is directed by Coen Brothers, Joel and Ethan (known for The Big Lebowski movie), who infuse their unique comedic talent into the story of an enduring tribute, played out over and over again, by a group of aging bikers.
The Easy Driver advert is the result of a unique collaboration between two global agencies: Antoni (Berlin), lead agency for Mercedes-Benz in Europe, who came up with the original concept and script and Merkley+Partners (New York), Mercedes USA’s lead marketing agency, who worked with them on the realization of the spot for Mercedes-Benz and Mercedes-AMG.
In the spot, during the course of nearly 50 years of celebrating and worshiping their hero, Peter Fonda, the veteran bikers never imagine that they will one day be in his presence. It doesn’t happen the way they expect it to, but when it does, it creates a once-in-a-lifetime moment.
The high-energy commercial, set to the music of Steppenwolf’s “Born to Be Wild,” celebrates the 50th anniversary of AMG and salutes the spirit of freedom, independence and sheer love of the open road that is the hallmark of the AMG brand.
“The AMG brand, over the past decades, has gained a phenomenal following among true performance enthusiasts and we pay that off with a continuous stream of new products leading up to this year’s much anticipated Mercedes-AMG GT C Roadster,” said Drew Slaven, vice president of marketing for Mercedes-Benz USA (MBUSA). “So the goal with the spot was to pay homage to the history that brought us to this point with something iconic but authentic that would resonate with people who have a passion for open air driving, who live for the call of the road and who share a little of that rebellion from the norm. This film, which came out late in the ’60’s, as did AMG, was the perfect vehicle for a fast drive down memory lane.”
Beyond the television ad, which will appear in the fourth quarter of the game, the campaign will consist of an extended cut and behind-the-scenes footage for online platforms, four 10-15 second teasers, a Mercedes-AMG GT C Roadster video brochure as well as digital and social media components. MBUSA will also activate on February 4 as a co-sponsor of Rolling Stone Live: Houston, as the brand prepares to celebrate its own 50th anniversary this year.
Additionally, Mercedes USA will run “Snow Date” ad during the Pre-Game show.
