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.