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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ATLANTA, GA – January 27, 2017 – (Motor Sports Newswire) – 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.

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.

Mercedes-AMG GT C Roadster #easydriver

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.”

Tribute #easydriver

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.

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.

“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

Source: Mercedes-Benz USA  

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