Via production house Company, Academy Award-winning (No Country For Old Men, Fargo) filmmakers Joel and Ethan Coen, a.k.a. the Coen brothers, directed “Easy Driver,” a Super Bowl commercial for Mercedes-Benz, which will make its broadcast debut during the 4th quarter of the Big Game on Feb 5.
The “Easy Driver” :60 pays tribute to the 1969 seminal film Easy Rider, replete with Steppenwolf’s “Born To Be Wild,” actor Peter Fonda, and a group of rebel bikers who are considerably older now. Fonda too has some gray around the temples. It turns out that his Mercedes AMG GT roadster is parked in front of the bikers’ bar hangout, blocking their motorcycles from getting out. Not to worry, though. Fonda appears, gets behind the wheel of his AMG and hits the open road, driving free and easy akin to the spirit of his character in Easy Rider. The AMG GT was "built to be wild" and "born to be wild."
Merkley + Partners, NY, teamed with German agency Antoni on “Easy Driver.”
Credits
Client Mercedes-Benz Agency Antoni-Germany André Kemper, chief creative officer/founder; Dr. Tonio Kröger, managing partner/founder; Marcell Francke, Stephan Schaefer, creative directors; Mark Rota, executive producer. Agency Merkley + Partners NY Andy Hirsch, chief creative officer/chairman; Gary Grossman, director of broadcast production; Alex Kobak, sr. producer. Production Company, Los Angeles Joel Coen, Ethan Coen, directors; Dan Hainey, DP; Ron Neter, line producer; Robin Benson, Richard Goldstein, exec producers; Ari Schneiderman, head of production. Editorial Final Cut NY Rick Russell, editor; Jen Sienkwicz, producer; Sarah Roebuck, exec producer. Mike Radforth, UK loading assistant; Geoff Hastings, NY cutting assistant. Visual Effects Blacksmith Tom Bussell, VFX lead; Iwan Zwarts, lead compositor; Daniel Morris, Liz Lyons, compositors; Michael Dunkey, CG FX artist. Rotoscoping Trace VFX Bogdan Mihajlovic, tracking; Megan Sweet, producer; Charlotte Arnold, exec producer. Color Company 3 Tom Poole, colorist. Music “Born To Be Wild”–Steppenwolf Audio Post Heard City, Phil Loeb, sound mixer; Sound Design Trinitite Studios Brian Emrich, sound designer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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