We haven't seen an ad directed by the Coen Brothers in the Super Bowl since they sold out everything with Willie Nelson for H&R block in 2003. Well, they are back, and they have created a biker bar that beats all stereotypes of biker bars ever. It even includes one biker with a Peter Fonda "Easy Rider" tattoo. Of course the bikers break out spontaneous fight dancing something, to "Steppenwolf" naturally, but their geriatric bones don't bounce back quite like they used to. Then terror strikes, they're blocked in. Peter Fonda gets to reprise looking super cool as he did in the epic road movie, but this time he's simply walking to his Mercedes. It's not terrible, this ad, solid work from Merkley and Partners. AMG was created by engineers in 1967 so the 1969 "Easy Rider" references seem apt.

Directors: The Coen Brothers
Music: Steppenwolf's "Born to Be Wild"
Ad agency: Merkley and Partners
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
UK Loading Assistant, Mike Radforth
NY Cutting Assistant, Geoff Hastings
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

Commercials: 
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.