The Coen brothers, famous culturally-relevant directors, have been tapped for their very first Super Bowl commercial by Mercedes-Benz – working to promote the new Mercedes-AMG GT C Roadster.
The ad seems to directly reference the Baby Boomer generation due to the homage paid to the classic counter-culture film Easy Rider. The spot has a group of tough bikers drinking in a bar and one of them does the cliché of using Steppenwolf’s “Born to be Wild,” the embodiment of the Easy Rider theme. There’s even a small shrine to the movie, complete with original poster and American flag fuel tank like the one seen on Peter Fonda’s motorcycle. The bikers start rocking – but they find out someone has blocked their bikes and they’re in for a big surprise.
The ad has the Coen brothers’ usual style – but it’s not exactly rocket science to riff on Easy Rider and biker culture – though we do understand that people old enough to love the movie also have the biggest paychecks and might afford the six-figure sports car. There’s no shortage of car-related Super Bowl ads this year as well, from Lexus to Kia, Audi, Honda and Hyundai or even Buick. Naturally, you can expect them to be some of the most expensive commercials of the year – as the audiences are huge, and so are the responsibilities (in the ad and marketing departments, of course).