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Mercedes Benz – Hair/Bruno Bossi Commercial

Egg Films’ Bruno Bossi recently directed two spots for Mercedes-Benz. Hair and Colleague are follow-ons to Net#work BBDO’s award-winning radio campaign for Mercedes’ Attention Assist.

“Mercedes-Benz seldom makes TV ads for the South African market,” says Bruno, “so it was a great opportunity to work on an iconic brand. The subtle tone of the humour in these savvy scripts was also really appealing.”

Speaking about executive creative directors Jenny Glover and Brent Singer, he says, “It was great to work with a team who were really collaborative and I enjoyed bringing their scripts to life for them.”

Paul Gilpin shot the commercials, which were edited by Matthew Swanepoel at Priest.

Title: Hair
Client: Mercedes-Benz
Length in seconds: 30
First flight date: 25 April 2013
Advertising agency: Net#work BBDO
Agency producer: Caroline Switala
Exec creative director: Jenny Glover
Exec creative director: Brent Singer
Production co: Egg Films
City & country: Cape Town , South Africa
Director: Bruno Bossi
Director of photography: Paul Gilpin
Production producer: Kirsten Clarence
Executive producer: Colin Howard
Post production co: Black Ginger
Editing company & city: Priest Cape Town
Editor: Matthew Swanepoel
Music Company : Pulse Music
Composer : Doug Katsaros
Exec Producer : Marc Algranti

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Peter Fonda Stars In Mercedes Benz Super Bowl 51 Ad “Easy Rider” feat the Song Born To Be Wild by Steppenwolf

In the Coen Brothers' Super Bowl ad debut, a rough and tumble biker bar with an affinity for the movie "Easy Rider" is naturally set to the tune of "Born to Be Wild" by Steppenwolf. These aging bikers arm wrestle, shoot pool, headbutt each other and get into fisticuffs as a way of untangling their necklaces until they can unite in the face of a common foe. Whoever blocked in this surly gang is going to have hell to pay, unless it's Peter Fonda, Mr. Easy Rider himself. He compliments their rides and drives off into the sunset in his Mercedes-AMG GT Roadster.

Press: 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.

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.

Ad Agency: Merkley+Partners
Directed by Joel and Ethan Coen
Music: "Born to be Wild" by Steppenwolf


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