I was asked if I knew the significance of Peter Fonda in the Mercedes Commercial for Superbowl 2017, and I thought it might be a good opportunity to share the depth of political turmoil currently warping our national reputation. I’m sure there are those who are too young to comprehend the power behind the meat in that commercial, and there are others who will understand it simply by the implication.
To be fair, I probably should tell you right now, I’m not a fan of Peter Fonda. He has some twisted values that I can’t uphold, or condone, but the message still isn’t wasted.
Empowerment of Appealing Brand Recognition – doesn’t matter what gender are, when you own it, it’s yours. I liked the message far better than the wimpy implication of the Audi message.
The message of empowerment comes through loud and clear. Bikers (probably more veterans than any other segment of society), the heart and thunder of America, sitting in a bar pushing muscle and one of their own comes back to say they are blocked. That rough and tumble band of fighters doesn’t like to be blocked in – anywhere – least of all by what many refer to as a sissy-ride. But they were blocked. And out of the station, adjusting… walks a long tall drink of American sporting leather, and a flag (the significance of the flag is not lost on them, or me), and he steps behind the wheel of the sissy-ride and punches the pedal to the floor sending up a dust cloud.
He owns the power. He owns the power in a way that sends a nation of hurting souls strength and empowerment, a reminder that you can achieve, you can accomplish. You CAN if you are willing to wear the brand, accomplish whatever your heart desires, by virtue of being an American.
He owns it.
You can own it, too.
As an American, there’s a power that comes from ‘owning it’ no matter what stage your life is right now, make your decisions, and own that power. Own the road you’re driving. And own the wheels you ride.
If I could make any significance out of the commercial, or the message it would be “Own it!”
The power behind the message of this Mercedes Ad offers up a clear view of strength. The significance of Peter Fonda, the song, the message, and the power under the hood reveal a Brand Identification that couldn’t have been completed with any lessor credits. No other ‘celebrity’ has had the significant impact on trends that Peter Fonda projected in his 1969 movie of the same name “Born to be Wild.”
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