The Mill and Kawasaki Bring "Mullets" to the Super Bowl

The Mill, in partnership with Goodby, Silverstein & Partners and Kawasaki Motors Corp., U.S.A., proudly announces the launch of a groundbreaking Super Bowl commercial for Kawasaki, titled "Mullets." This ad marks Kawasaki's entry into Super Bowl advertising, showcasing the new Kawasaki RIDGE® side x side, a vehicle that symbolises a perfect blend of work and play.

Filmed over two days in the scenic landscapes of Vancouver on a ranch owned by a former stuntman, the commercial, under the creative vision of directors Dave Laden and Christopher Gruse, features two adventure seekers who magically grow mullets upon entering the Kawasaki RIDGE.

Wrestling legend Steve Austin, a long-time Kawasaki enthusiast and brand ambassador, makes an appearance, bringing authenticity and star power to the ad. Austin's first dirt bike was a Kawasaki, fostering his enduring affinity for the brand.

As the duo races across backcountry trails, they encounter CG creatures – an Eagle, a Bear, and even a Turtle – each sporting their unique mullet hairstyle. These creatures, intrigued by the abilities of the Kawasaki RIDGE, add a humorous and memorable dimension to the ad.

The Mill's expertise in CG FX, grooming, and lighting shines as each character and creature's hair growth simulations were meticulously crafted. Innovative 2D compositing techniques were used to integrate these simulations seamlessly, creating a lifelike and engaging visual experience.

"We're thrilled to have worked on this unique project with Kawasaki," said Christian Nielsen, creative director at The Mill. "Our team used the latest in-house grooming tools and pipeline to ensure each mullet was perfectly tailored to match the characters' personalities and styles. The collaboration with the agency and directors was instrumental in infusing the spot with the right balance of humour and adventure, making it a standout piece for this year's Super Bowl."

Mark Benson, president of The Mill, emphasised the significance of this project: "The Super Bowl is not just a sporting event; it's a showcase of the advertising industry's best work. This collaboration with Kawasaki showcases our commitment to always harnessing creativity and technology in the most innovative ways. We're excited to add this piece to our Super Bowl ad legacy."

The Mill is renowned for creating memorable Super Bowl commercials, and this latest collaboration with Kawasaki is a testament to their continuous innovation and creativity in advertising.

For an exclusive behind-the-scenes look at the making of this groundbreaking Super Bowl commercial, check out our BTS video here:

Dive into the creative process, the technical challenges, and the fun moments on set with The Mill, Goodby, Silverstein & Partners, Kawasaki, and the entire crew.

Check out our Collection of every Super Bowl 2024 ad so far here.