Mercedes-Benz Puts a New Twist on an Iconic Road Film to Celebrate 50 Years of AMG During the Big Game

Mercedes-Benz Puts a New Twist on an Iconic Road Film to Celebrate 50 Years of AMG During the Big Game

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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.

https://youtu.be/BvHFM8c7cPM

About Mercedes-Benz USA Mercedes-Benz USA (MBUSA), headquartered in Atlanta, is responsible for the distribution, marketing and customer service for all Mercedes-Benz products in the United States.  MBUSA offers drivers the most diverse lineup in the luxury segment with 15 model lines ranging from the sporty CLA-Class four-door coupe to the flagship S-Class and the Mercedes-AMG GT S.

MBUSA is also responsible for Mercedes-Benz Vans and smart products in the U.S. More information on MBUSA and its products can be found at www.mbusa.com, www.mbsprinterusa.com and www.smartusa.com.

Accredited journalists can visit our media site at www.media.mbusa.com. Follow us on Twitter @MBUSAnews

"EASY DRIVER" CREATIVE CREDITS
Agency
Antoni - Germany    
André Kemper   Chief Creative Officer / Founder
Dr. Tonio Kröger   Managing Partner / Founder
Marcell Francke   Creative Director
Stephan Schaefer   Creative Director
Mark Róta   Executive Producer
Guelcan Demir   Account Director
Moritz Pfingsten   Account Director
 
Merkley + Partners - USA    

Andy Hirsch

  Chief Creative Officer / Chairman
Alex Gellert   CEO
Gary Grossman   Director of Broadcast Production
Alex Kobak   Senior Producer
Diane Delisa   Director of Business Affairs
Cynthia Davis   Chief Client Officer
Lisa Mannarelli-Puleo   EVP / Group Account Director
Beth Liss   Group Account Director
 

Production Company

Company Films

   
Joel Coen   Director
Ethan Coen   Director
Dan Hainey   DP
Ron Neter   Line Producer
Robin Benson   Executive Producer
Executive Producer   Richard Goldstein
Head of Production   Ari Schneiderman
 

Editorial Company

Final Cut NY    

Rick Russell

  Editor
Jen Sienkwicz   Producer
Sarah Roebuck   Executive Producer
Mike Radforth   UK Loading Assistant
Geoff Hastings   NY Cutting Assistant
 

Visual Effects

Blacksmith

   
Tom Bussell   VFX Lead
Iwan Zwarts   Lead Compositor
Daniel Morris   Compositor
Liz Lyons   Compositor
Michael Dunkey   CG FX Artist
Rotoscoping   Trace VFX
Tracking   Bogdan Mihajlovic
Megan Sweet   Producer
Charlotte Arnold   Executive Producer
 

Color Grading

Company 3

   
Tom Poole   Colorist
 

Music

"Born To Be Wild"   Steppenwolf
 

Audio Post

Heard City

   
Phil Loeb   Sound Mixer
     

Trinitite Studios

   
Brian Emrich   Sound Designer

 

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