The Mercedes Super Bowl ad “Easy Driver” is inspired by the 1969 classic film Easy Rider starring Peter Fonda and the Steppenwolf song “Born To Be Wild.” The ad is set in a biker bar popular with Baby Boomers who need reading glasses. When it’s time to leave, their bikes are blocked in by a Mercedes-AMG GT Roadster, driven by actor Peter Fonda who is now 76. Fonda is the son of actor Henry Fonda, brother of Jane Fonda, and father of Bridget Fonda (Single White Female). Peter Fonda produced and co-wrote Easy Rider with director and co-star Dennis Hopper. It was nominated for an Academy Award for Best Screenplay. Fonda received his second Academy Award nomination for Best Actor for his performance in Ulee’s Gold.
The “Easy Rider” ad is directed by Joel and Ethan Coen, the legendary Coen Brothers of film (No Country for Old Men, Fargo, The Big Lebowski). It’s the first time they’ve directed a Super Bowl ad. Ad man Andy Hirsch of Merkley and Partners said the brothers “were excited that Peter Fonda was doing it too.” P.S. Mercedes-Benz just moved its US headquarters from New Jersey to Atlanta so you know they’re rooting for the Atlanta Falcons to win the Super Bowl.
