Mercedes-Benz debuted their fourth ever Super Bowl commercial during tonight’s game, and it’s directed by the Coen Brothers.
The 60-second ad takes place at a biker bar off Route 66. Motorcycle riders grow angry when they see their bikes blocked by a Mercedes. The commercial, set to the song “Born To Be Wild” by Steppenwolf, is based on the 1969 film “Easy Rider”, starring Peter Fonda, and features the Mercedes-AMG GT Roadster. Fonda makes a cameo in the commercial.
The agency behind the ad is Merkley & Partners, a SoHo-based, full-service ad agency. Their website reads, “Our mission is to push our industry-leading clients through the clutter, and shift perceptions by way of powerful insights and creative thinking. We believe everyone has a story to tell, and an audience willing to listen.” Their clients include All Stanlifters, Armor All, Ad Council, A/C Pro, Credit One Bank, Florida’s Natural, Nutella, Smart, White Castle, and more.
Joel and Ethan Coen, who directed the commercial, are American filmmakers, and famous for a number of classic films like Fargo, The Big Lebowski, No Country for Old Men, A Serious Man, True Grit, and Inside Llewyn Davis. Together, they’ve been nominated for a total of thirteen Academy Awards.
Check out some of the teasers Mercedes released leading up the big game below.