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Mercedes-Benz Puts A New Twist On An Iconic Road Film To Celebrate 50 Years Of AMG During The Big Game


News provided by

Mercedes-Benz USA

Jan 27, 2017, 08:00 ET

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ATLANTA, Jan. 27, 2017 /PRNewswire/ -- Mercedes-Benz returns to the Big Game for its fourth time on February 5 with an ad called "Easy Driver," commemorating the 50th anniversary of the Mercedes-Benz performance sub-brand AMG and the upcoming debut of the high-performance Mercedes-AMG GT C Roadster. 

To portray the spirit of adventure and love of driving that the AMG brand is known for, Mercedes-Benz put a unique, modern twist on a film from the same decade that saw the launch of the first AMG and enlists its iconic star – and longtime Mercedes-Benz aficionado -- Peter Fonda, as its hero.

Tribute #easydriver
Mercedes-AMG GT C Roadster #easydriver
Tribute #easydriver Mercedes-AMG GT C Roadster #easydriver

The tongue-in-cheek spot is directed by the Academy-Award-winning Coen Brothers, Joel and Ethan, who infuse their unique comedic talent into the story of an enduring tribute, played out over and over again, by a group of aging bikers.

In the spot, during the course of nearly 50 years of celebrating and worshiping their hero, Peter Fonda, the veteran bikers never imagine that they will one day be in his presence. It doesn't happen the way they expect it to, but when it does, it creates a once-in-a-lifetime moment.

The high-energy commercial, set to the music of Steppenwolf's "Born to Be Wild," celebrates the 50th anniversary of AMG and salutes the spirit of freedom, independence and sheer love of the open road that is the hallmark of the AMG brand. 

"The AMG brand, over the past decades, has gained a phenomenal following among true performance enthusiasts and we pay that off with a continuous stream of new products leading up to this year's much anticipated Mercedes-AMG GT C Roadster," said Drew Slaven, vice president of marketing for Mercedes-Benz USA (MBUSA).  "So the goal with the spot was to pay homage to the history that brought us to this point with something iconic but authentic that would resonate with people who have a passion for open air driving, who live for the call of the road and who share a little of that rebellion from the norm.  This film, which came out late in the '60's, as did AMG, was the perfect vehicle for a fast drive down memory lane."

Beyond the television ad, which will appear in the fourth quarter of the game, the campaign will consist of an extended cut and behind-the-scenes footage for online platforms, four 10-15 second teasers, a Mercedes-AMG GT C Roadster video brochure as well as digital and social media components.  MBUSA will also activate on February 4 as a co-sponsor of Rolling Stone Live: Houston, as the brand prepares to celebrate its own 50th anniversary this year.

Additionally, MBUSA will run last year's popular "Snow Date" ad during the Pre-Game show.

The Easy Driver ad is the result of a unique collaboration between two global agencies: Antoni (Berlin), lead agency for Mercedes-Benz in Europe, who came up with the original concept and script and Merkley+Partners (New York), MBUSA's lead marketing agency, who worked with them on the realization of the spot for Mercedes-Benz and Mercedes-AMG. 

https://youtu.be/BvHFM8c7cPM

About Mercedes-Benz USA

Mercedes-Benz USA (MBUSA), headquartered in Atlanta, is responsible for the distribution, marketing and customer service for all Mercedes-Benz products in the United States.  MBUSA offers drivers the most diverse lineup in the luxury segment with 15 model lines ranging from the sporty CLA-Class four-door coupe to the flagship S-Class and the Mercedes-AMG GT S.

MBUSA is also responsible for Mercedes-Benz Vans and smart products in the U.S. More information on MBUSA and its products can be found at www.mbusa.com, www.mbsprinterusa.com and www.smartusa.com.

Accredited journalists can visit our media site at www.media.mbusa.com. Follow us on Twitter @MBUSAnews

"EASY DRIVER" CREATIVE CREDITS

Agency




Antoni - Germany


André Kemper                                         

Chief Creative Officer / Founder

Dr. Tonio Kröger                                      

Managing Partner / Founder

Marcell Francke                                       

Creative Director

Stephan Schaefer                                   

Creative Director

Mark Róta                                                  

Executive Producer

Guelcan Demir                                         

Account Director

Moritz Pfingsten                                     

Account Director



Merkley + Partners - USA


Andy Hirsch                                             

Chief Creative Officer / Chairman

Alex Gellert                                               

CEO

Gary Grossman                                        

Director of Broadcast Production

Alex Kobak                                                

Senior Producer

Diane Delisa                                              

Director of Business Affairs

Cynthia Davis                                            

Chief Client Officer

Lisa Mannarelli-Puleo                            

EVP / Group Account Director

Beth Liss                                                     

Group Account Director



Production Company




Company Films


Joel Coen                                                   

Director

Ethan Coen                                                  

Director

Dan Hainey                                                

DP

Ron Neter                                                  

Line Producer

Robin Benson                                           

Executive Producer

Executive Producer                                

Richard Goldstein

Head of Production                                

Ari Schneiderman



Editorial Company




Final Cut NY


Rick Russell                                                

Editor

Jen Sienkwicz                                           

Producer

Sarah Roebuck                                         

Executive Producer

Mike Radforth                                          

UK Loading Assistant                     

Geoff Hastings                                         

NY Cutting Assistant                      



Visual Effects




Blacksmith


Tom Bussell                                              

VFX Lead

Iwan Zwarts                                              

Lead Compositor

Daniel Morris                                            

Compositor

Liz Lyons                                                   

Compositor

Michael Dunkey                                      

CG FX Artist

Rotoscoping                                             

Trace VFX

Tracking                                                    

Bogdan Mihajlovic

Megan Sweet                                           

Producer

Charlotte Arnold                                     

Executive Producer



Color Grading




Company 3


Tom Poole                                                 

Colorist



Music




"Born To Be Wild"                                   

Steppenwolf



Audio Post




Heard City


Phil Loeb                                                     

Sound Mixer



Trinitite Studios


Brian Emrich                                              

Sound Designer

SOURCE Mercedes-Benz USA

Related Links

http://www.mbusa.com

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