The auteur brothers teamed up with Mercedes for the car company’s upcoming Super Bowl ad, which serves as a tribute to Dennis Hopper’s classic 1969 film, Easy Rider.
A 30-second version of the ad will air during the fourth quarter of Super Bowl LI, the half-time performance for which will come from Lady Gaga.
Following in the footsteps of Wes Anderson (Grand Budapest Hotel) for H&M, Spike Jonze (Her) for Kenzo and Asif Kapadia (Amy) for Burberry, Joel and Ethan Coen (The Big Lebowski) have shot a cinematic commercial for a brand.
“Peter Fonda plays a critical piece of the storyline, and he’s known as someone who still epitomizes what it is to love driving performance and the open road,” said Drew Slaven, vice president of marketing for Mercedes-Benz USA.