A shabby old biker bar along the Route 66. We meet a group of old-fashioned, raw and rough bikers, arm wrestling, fighting, and enjoying music. But the jukebox only plays one song, “Born to be wild” by Steppenwolf. We realize, it is a temple for “Easy Rider”, the iconic 1969 biker movie. There is even a shrine with the film poster starring young Peter Fonda. Everything charmingly stuck in the past. But the harmony gets interrupted. One biker opens the door shouting “Blocked in!”, and in fact, a brand-new Mercedes-AMG GT Roadster blocks in their bikes. What a provocation! But then the impossible happens. Peter Fonda himself walks around the corner. The bikers are stunned and speechless in front of their ultimate idol. He starts the car and leaves with a roaring engine. When Peter Fonda is born to be wild, the GT Roadster is built to be wild.

The movie is an homage to the iconic 1969 biker movie “Easy Rider” with Peter Fonda and the departed Dennis Hopper. The film and the music score influenced a whole generation of not only bikers, but young people exploring freedom in the 1960s and 70s, as well as many famous musicians. Peter Fonda not only starred in the movie, but also wrote the script and co-produced it. The main title song “Born to be wild” is an all-time classic of rock music history. Peter Fonda liked the idea of the agency so much, that after almost 50 years, he agreed to play the role of the Easy Rider one last time.

The film was specifically concepted to air during the Super Bowl 2017. To match these high expectations, we not only won Peter Fonda to star “Easy Driver”, but also famous Oscar-winning directors, who have only directed a commercial once before. They demanded to work as autonomously as possible and we granted their wish, unleashing their creative freedom. Their unique style and “Big Lebowski”-like taste of humour turned the script into a Super Bowl ad of Hollywood quality.