Kawasaki dealers were treated to the world premiere of the new Ridge ad that will run during the Super Bowl. “The Kawasaki Ridge combines industry-leading performance and a premium automotive-inspired interior; it’s a mix of work and play.” says Bob O’Brien, Director of Marketing, Kawasaki Motors Corp., U.S.A. “The mullet is a perfect metaphor—business in the front, party in the back. We hired Goodby Silverstein & Partners (GS&P), to help us bring this category from its current niche audience to the biggest stage in the world and generate mass awareness.”
“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,” notes 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.”
“Kawasaki has built a legacy on pushing the limits in innovation, performance, style and attitude,” adds Eigo Konya, President, Kawasaki Motors Corp., U.S.A. “Over the decades our products have evolved, but one thing remains the same — Kawasaki exists to ‘Let the Good Times Roll’.”
GS&P has a history of making famous Super Bowl ads. Over the years it’s created memorable ads for Doritos, Cheetos, bubly, Pepsi, BMW, Hyundai, Emerald Nuts, E*TRADE, Budweiser and many others. In tandem with GS&P's Super Bowl campaign, Kawasaki also developed a Ridge launch campaign with marketing partner Fuse Interactive. The launch campaign, which focuses on the vehicle’s top features, introduces the tagline “Peak Premium Performance.”