Watch Kawasaki’s Super Bowl ad filled with mullets—and a WWE legend

Mullets, which began making a comeback in 2020, have now arrived in the 2024 Super Bowl, thanks to Kawasaki. The maker of motorcycles, jet skis and all-terrain vehicles uses the hairstyle to bring a comedic edge to its first-ever Big Game spot, which plugs its new off-roading vehicle called the Ridge. The testosterone-fueled ad from Goodby, Silverstein & Partners shows two men hopping in a Ridge, only to see their hair transformed into mullets as they start the engine. As they storm through the backwoods, clearing any trees in their way, they encounter a bald eagle and a bear, both sporting mullets. WWE legend Steve “Stone Cold” Austin, known for his bald head, makes an appearance at the end of the spot splitting a large boulder in two—and sprouting a mullet after the Ridge rides by. The popular mullet descriptor—“business in the front, party in the back”—is used in the ad to also serve as a metaphor for the Ridge, which is powered by a four-cylinder engine and has a 2,000-pound towing capacity. Kawasaki is the first Super Bowl advertiser to release its in-game ad—an extended 45-second version was made public today; a 30-second version will run in the first quarter of the Feb. 11 game on CBS. The song in the Super Bowl ad is “O Ya” from Colony House. Super Bowl commercials Tracking the latest brand and agency plans Enter here The Ridge is known as a “side-by-side” vehicle in the larger “power sports” market, which also includes ATVs, motorcycles, motocross, snowmobiles and personal watercraft. The market, while niche, has experienced sales momentum of late as more people embrace outdoor adventure. Austin has represented Kawasaki since 2015. He recently helped unveil the Ridge at a Kawasaki dealer show in Phoenix, according to a video posted to YouTube. More on Kawasaki's Super Bowl decision “The Kawasaki Ridge combines industry-leading performance and a premium automotive-inspired interior; it’s a mix of work and play,” Bob O’Brien, director of marketing for Kawasaki Motors Corp., U.S.A. said in a statement, adding that “we hired GS&P to help us bring this category from its current niche audience to the biggest stage in the world and generate mass awareness.” Jeff Goodby, co-founder and co-chairman at GS&P, noted in the statement that the ad had elements that typically please Super Bowl viewers—animals and a celebrity. As for the hairstyle choice, he said, “Watch any NBA game or hot video. The mullet is everywhere. Given the hairstyle’s versatile nature, it’s an unexpectedly simple way to introduce the Ridge.” Check out the latest Ad Age events and award programs

Watch Kawasaki’s Super Bowl ad filled with mullets—and a WWE legend

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