By E.J. Schultz. Published onJanuary 26, 2017.
Mercedes' Super Bowl ad has the makings of a baby boomer fantasy: It includes Peter Fonda, Steppenwolf's "Born to Be Wild" and references to the 1969 classic flick "Easy Rider." But advertising aficionados might be more interested in the ad's directing credits: Joel and Ethan Coen.
The Coen brothers -- whose film credits include "No Country for Old Men," "Fargo" and "The Big Lebowski" -- have not directed a Super Bowl spot in years, according to Mercedes.
The ad, called "Easy Driver," puts a modern twist on "Easy Rider" by portraying a group of aging bikers at a bar. After a clumsy fight -- aching bones and all -- the men are told their bikes parked out front are "blocked in." They step outside to find that the man blocking them in is Mr. Fonda, who starred in "Easy Rider." He's not riding a bike. Instead he's in a Mercedes-AMG GT Roadster.
The agencies behind the spot are Merkley and Partners, which is the lead shop for Mercedes-Benz USA, and Antoni of Berlin, Germany, which handles the brand in Europe.
The ad is part of Mercedes new strategy of giving more marketing attention to AMG, which is its sports car and high-performance sub brand. "Real car aficionados know what an AMG is. What we are now doing is beginning a process of making AMG a brand in its own right and broadening that... read more
To The Wolfpack and all our supporters,
As many of you know, Steppenwolf was nominated for induction into the Rock n Roll Hall of Fame. However, the final votes are now in and The Wolf did not make it. Well, so it goes, nothing to complain about. ( As we know, there are millions around the world, and here at home, who do have many legitimate and often tragic reasons to complain and I am just grateful that I'm not one of them.) I am told that The Wolf received around 110,000 votes from our fans. Many - and you may be one of them - went to the RRHF website and voted every day on our behalf. Well Steppenwolf and I owe you a great big THANK YOU for your loyalty, support and dedication to our band, may the new year be good to all of you. I'd also like to express my appreciation to whoever at the RRHF was responsible for our nomination in the first place. The Summer of 2017 will mark the 50th anniversary of the formation of Steppenwolf. During the Summer of 1967 five young Blues Rockers got their act together in the Garage at 7408 Fountain Ave in LA, a rather humble beginning. But from there The Wolf moved on and soon scaled the highs of the Rock n Roll pinnacle. During the following decades there were triumphs and failures, many highs and some lows, but our friends and fans stayed with us through up and downs and continue to support us to this day. While a RRHF induction would be nice, first and foremost in importance is The Wolfpack. Without the Pack Steppenwolf would have faded away years ago.
Hope to see you in 2017: JKread more