Born to Be Wild – Again

mercedes super bowl commercial

mercedes super bowl commercial

Is there a tune that gets the heart beating faster than Steppenwolf‘s iconic “Born to Be Wild?” To promote its high-powered new AMG model, Mercedes-Benz amps up the tune and leans furiously into its biker imagery. Directed by the Coen brothers, this spot takes an unexpected U-turn in its final frames, interrupting biker mayhem in a dive bar, when the leather-clad biker gang is blocked in by a parked car. Spoiler alert: the Mercedes’ driver isn’t someone the bikers want to mess with. Visually, this spot (to be premiered on Sunday’s Super Bowl) is classic Coen brothers: rich, evocative and making brilliant use of detail.

And who doesn’t enjoy a little good-humored biker gang bust-up? It’s well worth watching a few times to fully enjoy the story, setting and (intentional over-)acting. And when isn’t a good time to turn up the volume for Steppenwolf?

Steve Harty

PS. For a look at some of the big Super Bowl commercials from last year, check out our posts Are You Ready for Some (Super) Commercials? and The Super Bowl’s Most Surprising Spokesperson? Helen Mirren.

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