Known for Ninja motorcycles, JET SKI personal watercraft and the Kawasaki MULE utility side-by-side, Kawasaki reached a new audience during Super Bowl LVIII with its first Big Game commercial. The spot promoted the all-new Kawasaki RIDGE and marked the first time an off-road side-by-side was featured in a Super Bowl commercial.
It was also promoted as the first Super Bowl commercial centered on an off-road side-by-side, making it a notable moment for the broader UTV industry.
Business in the Front, Party in the Back
Created by Goodby Silverstein & Partners, the commercial used the familiar “business in the front, party in the back” description of a mullet to explain the personality of the new Kawasaki RIDGE.
That comparison fit the RIDGE’s intended position in the market. Kawasaki designed it to combine the cargo capacity and practical features of a utility UTV with stronger recreational performance and an automotive-inspired interior.
In the commercial, two occupants climb into a RIDGE and immediately grow mullets. As the machine travels through the backcountry, its influence spreads to a bald eagle, a bear and other characters. The spot concludes with famously bald professional wrestling legend and Kawasaki enthusiast Steve Austin suddenly sporting a long blonde mullet.
The absurd premise gave Kawasaki a simple way to communicate the RIDGE’s work-and-play personality without relying on a lengthy list of specifications.
Watch the Kawasaki RIDGE “Mullets” Super Bowl Commercial
Introducing the Kawasaki RIDGE
Kawasaki revealed the RIDGE family in January 2024 as a major expansion of its side-by-side lineup. While the company already had decades of experience with the utility-focused MULE and recreation-oriented Teryx families, the RIDGE moved Kawasaki into the increasingly competitive premium crossover UTV category.
The original RIDGE used a 999cc inline four-cylinder engine producing a claimed 92 horsepower. The more performance-oriented Kawasaki RIDGE XR increased output to a claimed 116 horsepower and added a wider chassis, 30-inch tires and additional suspension travel.
Both families emphasized a more refined driving environment than Kawasaki’s traditional utility models. Available equipment included full doors, a digital instrument display, power steering and, on select models, a fully enclosed cab with factory heating, ventilation and air conditioning.
During our Kawasaki RIDGE ride review, we tested the RIDGE Limited and RIDGE XR on West Virginia’s Hatfield-McCoy trails. The machines delivered a distinctive combination of smooth inline-four power, trail capability, utility features and cabin comfort.
Why the Super Bowl Campaign Mattered
Powersports manufacturers normally market side-by-sides through enthusiast publications, dealers, racing programs, outdoor events and digital media. Purchasing a Super Bowl advertising spot represented a much larger effort to put a UTV in front of a mainstream audience.
The campaign was about more than one humorous commercial. It demonstrated how far the side-by-side market had grown from its agricultural and industrial roots. Kawasaki believed the RIDGE could appeal to property owners and workers while also attracting recreational drivers who expected greater comfort, performance and refinement.
The “Mullets” concept distilled that strategy into a memorable message: the RIDGE could work when needed but was also designed for recreation.
Whether viewers remembered its specifications or not, they were likely to remember Steve Austin, a bear and a bald eagle suddenly growing mullets. That made Kawasaki’s first Super Bowl appearance one of the most visible UTV advertising campaigns ever produced.
Explore more Kawasaki UTV news, reviews and model information on UTVGuide.net.
