# Biker-Lambasting Car Ads Mercedes-Benz's 'Built to Be Wild' Ad Features Peter Fonda By Joey Haar | Published 2017-11-13 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/built-to-be-wild References: [nytimes](https://www.nytimes.com/2017/10/15/business/media/baby-boomers-marketing.html?_r=0) & [youtube](https://www.youtube.com/watch?v=tqh9pI89GuE) Considering that boomers are the group most likely to consider purchasing a luxury vehicle, the iconography in [Mercedes-Benz's](https://www.trendhunter.com/trends/mercedesbenz-immortal-love) 'Built to Be Wild' ad makes perfect sense. The ad features Peter Fonda, one of the biggest film actors of the 70s and the star of 'Easy Rider', a film that came to be synonymous with the attitude, style, and beliefs of the Baby Boomer generation. To be sure, the [Built to Be Wild ad](https://www.trendhunter.com/trends/made-to-be-still) isn't just a rehashing of the biker ethos established in Easy Rider. Rather, it recognizes just how far Boomers have come. The ad opens with a [parodic portrayal of stereotypical bikers](https://www.trendhunter.com/trends/where-have-you-been) drinking, arm wrestling, and playing pool in a roadside bar. Those goofy characters get their bikes blocked in by a fancy car, only to discover that it's driven by their hero, Peter Fonda himself. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 9% | Activity: 18% | Freshness: 8% - Audience gender: 50% men, 50% women - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Luxury Vehicle Marketing with Boomer Iconography:** The use of Baby Boomer icons in luxury vehicle marketing may attract the biggest group considering purchasing such vehicles. - **Parodic Approach in Advertising:** Humorous and parodic elements in advertising can reinforce a message and enhance viewers' recall. - **Adaptive Nostalgia Marketing:** Adaptive nostalgia marketing, which acknowledges the changes in established generations and their values, can appeal to older audiences while still feeling fresh and relevant. ### Sectors Adopting This - **Luxury Automotive:** The luxury automotive industry can use Baby Boomer icons in marketing campaigns to appeal to a demographic seeking luxury vehicles. - **Advertising:** Humorous and parodic elements can enhance messaging in advertising, making it more memorable and effective. - **Marketing and Branding:** Adaptive nostalgia marketing can be a powerful tool in marketing and branding strategies for products targeted at older audiences. ## Related on Trend Hunter - [Vampiric Car Commercials](https://www.trendhunter.com/trends/mercedesbenz-immortal-love.md) - [Actor-Backed Electric Automobile Campaigns](https://www.trendhunter.com/trends/the-rise-of-electric.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Adventure-Inspired Auto Ads](https://www.trendhunter.com/trends/made-for-what-youre-made-of.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Celebratory Beverage Ads](https://www.trendhunter.com/trends/legendary-stories.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Romantic Luxury Vehicle Ads](https://www.trendhunter.com/trends/gclass-stronger-than-diamonds.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md)