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The Coen Brothers Celebrate 50 Years of Mercedes AMG in Super Bowl Spot

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The energetic ad, starring Mercedes-Benz aficionado Peter Fonda, is set to Steppenwolf’s 'Born to Be Wild'

The Coen Brothers Celebrate 50 Years of Mercedes AMG in Super Bowl Spot

Mercedes-Benz returns to the Big Game 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.  

To portray the spirit of adventure and love of driving that the AMG brand is known for, Mercedes-Benz put a unique, modern twist on a film from the same decade that saw the launch of the first AMG and enlists its iconic star – and longtime Mercedes-Benz aficionado -- Peter Fonda, as its hero. 

The tongue-in-cheek spot is directed by the Academy-Award-winning Coen Brothers, Joel and Ethan, 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.

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, MBUSA will run last year’s popular “Snow Date” ad during the Pre-Game show.

The Easy Driver ad 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), MBUSA’s lead marketing agency, who worked with them on the realization of the spot for Mercedes-Benz and Mercedes-AMG. 

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Post Production / VFX

CG Artist: Michael Dunkey

Colourist: Tom Poole, Company 3

Compositor: Daniel Morris, Liz Lyons

Executive Producer: Charlotte Arnold

Post Production Company: Blacksmith

Producer: Megan Sweet

VFX Supervisor: Tom Bussell

Production Company

DOP: Dan Hainey

Executive Producer: Robin Benson, Richard Goldstein

Head of Production: Ari Schneiderman

Production Company: Company Films

Line Producer: Ron Neter

Music

Audio Post Production: Heard City, Trinitite Studios

Song: 'Born To Be Wild' Steppenwolf

Sound Design: Brian Emrich

Sound Mix: Phil Loeb,

Offline

Edit Assistant: Geoff Hastings

Edit Company: Final Cut NY

Editor: Rick Russell

Executive Producer: Sarah Roebuck

Producer: Jen Sienkwicz

Genres: Comedy, People

Categories: Automotive, Cars

lbbonline.com, Mon, 30 Jan 2017 11:29:37 GMT