After unveiling four 15-second teaser videos about its upcoming Super Bowl ad, Mercedes-Benz has finally revealed a one-minute version – and it was both wild and iconic in several ways.
Just days before the Super Bowl ad craze, Mercedes was kind enough to release the long version of its commercial for the upcoming Big Game with the title “Easy Rider.” If the ad’s title does sound familiar, it is because it is a tribute to an iconic yet wild counter-culture film of the same title that was shown in the late 1960s. With the Coen brothers – famous movie directors Joel and Ethan Coen – at the helm, the Mercedes’ Super Bowl ad intends to go classically wild to feature its latest open-air offering, the Mercedes-AMG GT Roadster.
Set in a rough-and-tumble bar, the one-minute commercial ad features a group of tough-looking bike riders – complete with the mean mustaches, black bandanas, fear-inspiring tattoos and black jackets – taking a pit stop from a wild ride. The ad starts off with one of the bikers selecting a track from the jukebox. Ironically, all selections point to only one audio track – “Born to be Wild” by the band Steppenwolf, which is basically the theme song of the Easy Rider 1968 film.
The commercial ad also showed a small shrine dedicated to the Easy Rider movie, complete with original poster and American flag fuel tank like the one on the motorcycle of the film’s main protagonist, Wyatt “Captain America” (as played by Peter Fonda). It wasn’t a secret that these bikers consider Fonda as a hero, as evident on the tattoo on the arm of one of these guys.
Now, as the bar gets unruly – typical of American bikers – someone came in to report that their motorbikes have been blocked in. The music then stops. In an old-fashioned manner, the bikers unite and headed outside to confront the guy who blocked their rides. As soon as they stepped out from the bar, they found a new Mercedes-AMG GT Roadster finished in matte gray. The bikers stopped on their tracks, perhaps taken by surprised by the Mercedes-AMG GT Roadster.
What happened next left them star-struck -- Fonda walks out from the gas station next door and drove off, with the “Born to be Wild” music resuming. The commercial ad then sends a short message, “Born to be wild, built to be wild,” perhaps referring not only to Fonda but also to the open-air character of the new Mercedes-AMG GT Roadster.
A 30-second version of the ad will be shown during the live broadcast of the Super Bowl LI, in the fourth quarter particularly.