Kawasaki Lets Its Mullet Fly in the Brand's First Super Bowl Ad

Goodby, Silverstein & Partners make Stone Cold Steve Austin a commercial metaphor for a Ridge vehicle that puts business forward, party in back

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

As Kawasaki makes its Super Bowl debut, having Stone Cold Steve Austin in a Goodby, Silverstein & Partners ad for its Ridge side by side off-road vehicle is less important than channeling the power of the mullet on his head.

The modern mullet has evolved from a lockdown-era dalliance with consequence-free party hair of yesteryear, to a full-scale rebellion against repression and gender norms, with Paul Mescal, Miley Cyrus, Kristen Stewart, T: The New York Times Style Magazine and Vogue as its standard bearers.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in