Mercedes Easy Driver
Mercedes has released “Easy Driver”, a 30-second commercial designed for screening during the 2017 Super Bowl. Filmed by the Coen Brothers, the Mercedes Easy Driver features a motorcycle gang at a Route 66 roadhouse whose parked bikes have been blocked in by a Mercedes-Benz high-performance sports car, the AMG GTC Roadster. 76 year old actor Peter Fonda’s cameo appearance, along with the Steppenwolf soundtrack, “Born to be Wild”, make clear the reference to the 1969 movie Easy Rider. “Nice rides,” Fonda tells the gang, nodding toward their bikes as he jumps into the sports car and speeds off. The Mercedes Easy Driver commercial will be played in the fourth quarter of the Super Bowl 51 game.
The Mercedes Easy Driver commercial 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 campaign includes 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.
“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.”
Mercedes Easy Driver Credits
The Mercedes Easy Driver campaign was developed at Antoni, Berlin, by chief creative officer André Kemper, managing partner Tonio Kröger, creative directors Marcell Francke and Stephan Schaefer, executive producer Mark Róta, account directors Guelcan Demir and Moritz Pfingsten, and at Merkley + Partners, by chief creative officer Andy Hirsch, CEO Alex Gellert, director of broadcast production Gary Grossman, senior producer Alex Kobak, business affairs director Diane delisa, chief client officer Cynthia Davis, group account directors Lisa Mannarelli-Puleo and Beth Liss.
Filming was shot by the Coen Brothers Joel Coen and Ethan Coen via Company Films with director of photography Dan Hainey, line producer Ron Peter, executive producers Robin Benson and Richard Goldstein, head of production Ari Schneiderman.
Editor was Rick Russell at Final Cut with producer Jen Sienkwicz, executive producer Sarah Roebuck, UK loading assistant Mike Radforth and NY cutting assistant Geoff Hastings.
Visual effects were produced at Blacksmith by VFX lead Tom Bussell, lead compositor Iwan Zwarts, compositors Daniel Morris and Liz Lyons, CG FX artist Michael Dunkey.
Rotoscoping was done at Trace VFX by tracking artist Bogdan Mihajlovic, producer Megan Sweet, executive producer Charlotte Arnold.
Colorist was Tom Poole at Company 3.
Audio post production was done at Heard City by mixer Phil Loeb and at Trinitite Studios by sound designer Brian Emrich.
Music is “Born To Be Wild” by Steppenwolf.
Tagged: André Kemper, Antoni, Blacksmith, Coen Brothers, Company 3, Company Films, Dan Hainey, Ethan Coen, Final Cut, Heard City, Joel Coen, Marcell Francke, Merkley & Partners, Rick Russell, Stephan Schaefer, Trace VFX, Trinitite Studios