Known for Ninja® motorcycles, JET SKI® personal watercraft and MULE™ side x sides, Kawasaki will literally blaze a new trail at Super Bowl LVIII with the first-ever Big Game spot for an off-road side x side vehicle to promote their new Kawasaki RIDGE side x side. The commercial, created by Goodby Silverstein & Partners (GS&P), pays homage to an all-American hairstyle that’s roared back to popularity in recent years: the mullet.
Directed by Dave Laden and Christopher Gruse via Hungry Man, the ad features two adventure seekers who magically grow mullets upon entering the RIDGE. As the duo tear across backcountry roads, creatures such as bald eagles and bears sprout mullets that look like they’re straight out of an ’80s metal show—culminating in the famously hair-free pro wrestling legend (and real-life Kawasaki enthusiast) Steve Austin suddenly sporting a blonde mullet as the RIDGE passes him by.
“This has all the earmarks of great Super Bowl advertising. Instant RIDGE action. Animals. A big name. Humor. And mullets. Watch any NBA game or hot video. The mullet is everywhere,” said Jeff Goodby, co-founder and co-chairman, GS&P. “Given the hairstyle’s versatile nature, it’s an unexpectedly simple way to introduce the RIDGE.”
GS&P has a history of making its advertising mark on the Super Bowl. Over the years it’s created memorable ads for Doritos, Cheetos, bubly, Pepsi, BMW, Hyundai, Emerald Nuts, E*TRADE and Budweiser, among many others.
Credits
Client Kawasaki Agency Goodby Silverstein & Partners Brett Beaty, Ryan Tovani, AJ Warren, creative directors; Jim Haight, head of production; Molly Troy, sr. broadcast producer; Adam Arola, group brand strategy director; Kelly Kikuchi, brand strategist. Production Company Hungry Man Dave Laden, Christopher Gruse, directors; Caleb Dewart, managing partner/exec producer; Kim Dellara, partner/exec producer; Franchesca McDowell, Marian Harkness, heads of production; Robby Mooring, producer; Vanessa Lenarduzzi, production manager; Ken Seng, DP; Katherine Reynolds, production designer. Editorial Rock Paper Scissors Lauren Dellara, editor; Sam Slavkin, assistant editor; Denice Hutton, exec post producer; Shada Shariatzadeh, Dre Krichevsky, exec producers; Janae Abraham, head of production. VFX The Mill Christian Nielson, James Allen, creative directors; Paul Yacono, colorist; Jessica Groom Shelton, CG supervisor; Will Arias, CG lead; Vaibhav Gupta, DFX supervisor; Greg Rubner, designer; Hillary Thomas, exec producer; Krista Staudt, exec producer, color; Warwick Hewett, Katie Buckley, producers; Denise Brown, color producer; Anuradha Behera, project manager; Gauri Dilip Kulkarni, associate producer; Rihza Ibrahimkutty, production coordinator. Sound Lime Studios Michael Anastasi, sound designer; Michael Baran, sound design assistant; Joel Waters, audio mixer; Kris Huayta, audio assistant; Cassie Underwood, producer; Susie Boyajan, exec producer. Music Company Songs for Film and T.V. David Fisher, music supervisor; Amelia “Meels” Einhorn, music coordinator. Song: “O YA”; Colony House, artist; Caleb Chapman, Will Chapman, songwriters.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
