Known for Ninja® motorcycles, JET SKI® personal watercraft and MULE™ side x sides, Kawasaki will literally blaze a new trail at Super Bowl LVIII with the first-ever Big Game spot for an off-road side x side vehicle to promote their new Kawasaki RIDGE side x side. The commercial, created by Goodby Silverstein & Partners (GS&P), pays homage to an all-American hairstyle that’s roared back to popularity in recent years: the mullet.
Directed by Dave Laden and Christopher Gruse via Hungry Man, the ad features two adventure seekers who magically grow mullets upon entering the RIDGE. As the duo tear across backcountry roads, creatures such as bald eagles and bears sprout mullets that look like they’re straight out of an ’80s metal show—culminating in the famously hair-free pro wrestling legend (and real-life Kawasaki enthusiast) Steve Austin suddenly sporting a blonde mullet as the RIDGE passes him by.
“This has all the earmarks of great Super Bowl advertising. Instant RIDGE action. Animals. A big name. Humor. And mullets. Watch any NBA game or hot video. The mullet is everywhere,” said Jeff Goodby, co-founder and co-chairman, GS&P. “Given the hairstyle’s versatile nature, it’s an unexpectedly simple way to introduce the RIDGE.”
GS&P has a history of making its advertising mark on the Super Bowl. Over the years it’s created memorable ads for Doritos, Cheetos, bubly, Pepsi, BMW, Hyundai, Emerald Nuts, E*TRADE and Budweiser, among many others.
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Credits
Client Kawasaki Agency Goodby Silverstein & Partners Brett Beaty, Ryan Tovani, AJ Warren, creative directors; Jim Haight, head of production; Molly Troy, sr. broadcast producer; Adam Arola, group brand strategy director; Kelly Kikuchi, brand strategist. Production Company Hungry Man Dave Laden, Christopher Gruse, directors; Caleb Dewart, managing partner/exec producer; Kim Dellara, partner/exec producer; Franchesca McDowell, Marian Harkness, heads of production; Robby Mooring, producer; Vanessa Lenarduzzi, production manager; Ken Seng, DP; Katherine Reynolds, production designer. Editorial Rock Paper Scissors Lauren Dellara, editor; Sam Slavkin, assistant editor; Denice Hutton, exec post producer; Shada Shariatzadeh, Dre Krichevsky, exec producers; Janae Abraham, head of production. VFX The Mill Christian Nielson, James Allen, creative directors; Paul Yacono, colorist; Jessica Groom Shelton, CG supervisor; Will Arias, CG lead; Vaibhav Gupta, DFX supervisor; Greg Rubner, designer; Hillary Thomas, exec producer; Krista Staudt, exec producer, color; Warwick Hewett, Katie Buckley, producers; Denise Brown, color producer; Anuradha Behera, project manager; Gauri Dilip Kulkarni, associate producer; Rihza Ibrahimkutty, production coordinator. Sound Lime Studios Michael Anastasi, sound designer; Michael Baran, sound design assistant; Joel Waters, audio mixer; Kris Huayta, audio assistant; Cassie Underwood, producer; Susie Boyajan, exec producer. Music Company Songs for Film and T.V. David Fisher, music supervisor; Amelia “Meels” Einhorn, music coordinator. Song: “O YA”; Colony House, artist; Caleb Chapman, Will Chapman, songwriters.
Helping to mark International Human Rights Day (12/10), Amnesty International has once again joined forces with ad agency Cossette to launch its annual “Write for Rights” campaign—an initiative that proves writing really can set people free.
Every year, thousands of people around the world take part in this global movement by writing letters of solidarity to individuals unjustly imprisoned and denied their most basic rights. The results speak for themselves: over 75% of cases supported by the organization result in a release.
This year’s campaign in it 25th edition puts a spotlight on that real-world impact. Cossette and Amnesty are sharing the powerful stories of people who regained their freedom thanks to past letter-writing efforts. Using striking visuals, the campaign recreates the emotional moments of their release through portraits illustrated entirely with typewriter characters. Each image, crafted by U.K.-based artist James Cook, is infused with authentic excerpts from the very letters that helped change their fate.
“James’s work immediately spoke to us. The idea of reconstructing these real moments of liberation using the very words that made them possible beautifully captures the emotional force of writing,” said Philippe Leblanc, art director at Cossette.
The campaign began running across Quebec in late November and will continue to mid-January, with placements in local out-of-home, print, and radio media. This film captures the essence and spirit of the campaign.
