During the Super Bowl LI, one of the commercials that stood out to me was the Mercedes-AMG “Easy Driver” commercial. The ad starts off with a bunch of bikers in a little bar on the famous Route 66. Everyone inside the bar is having good-old, jolly time. When all of a sudden, a biker comes in and tells everyone that their bikes have been blocked in. All the bikers are now super pissed off and decide to go see who blocked in their bikes. All of a sudden Peter Fonda shows up and drives away in the car, which was the brand new Mercedes-Benz AMG GT Roadster. I love this commercial for two reasons; I love the car and I liked how Mercedes’ marketing team decided to make the commercial like this rather than what they usually do.
What I mean by that, is that when Mercedes advertises their sedans like the C300 or the GLK, Mercedes’ Marketing team tries to trigger an emotional connection or shows how luxurious the car is; and I hate it.
What i liked about the “Easy Driver” commercial is that it had a much lighter and less serious tone. In the GLK commercial, the narrator is very serious and is almost trying to seduce you to buy this car. In the “Easy Driver” commercial, you can’t really tell what the product is until the end, which I really liked.
The second thing that I loved about the commercial was the car. The brand new Mercedes-Benz AMG GT now with a twist. Those crackheads at AMG decided to take the roof off. The new AMG GT Roadster comes with a 4.0 L V8 twin turbo engine in the front and send the power to the back wheels. And it’s my now favorite AMG car; before was the SL 65 AMG Black Series. According to the Car and Driver website, it was because the hardtop was priced around $130 thousand the drop top should be around $150 thousand; but for 550 horsepower, it’s probably worth it.
Some of the symbolism that I saw in this commercial was that in the song Born to Be Wild by Steppenwolf. This song is known as the common biker guy song, or the someone has a motorcycle song. The song is used to give the person watching the commercial invested in the ad because of how famous this song was, and helped create the setting of a biker bar on famous Route 66.
If Mercedes keeps shooting ads like this with a cheaper budget, they (in my opinion) would have more sales. At least it would be better then the boring generic cliché stuff thats usually on the tv. Now that I think about it, Mercedes wasn’t selling this to the average viewer. If Mercedes is going to have a commercial during the Super Bowl, why not advertise to those who are absolutely loaded? Who else is going to be able to afford these $150 thousand dollar cars. Mercedes was smart, and if they can be smart with the ad; then, the car must be brilliant.