Motorbike brands are desperately trying to shrug off their middle-aged image these days as well as appeal to a more diverse audience; for example, Harley Davidson created the innovative "Tough Turban," a turban that doubles as a protective helmet for Sikh motorcycle riders.
Royal Enfield is another brand that wants to attract a new audience of riders, with a decidedly stylish spin.
The company was founded in London and produces its bikes out of India. A new campaign from New Commercial Arts, the agency set up by Adam&Eve/DDB founders James Murphy and David Golding, has nods to both sides of its heritage.
It sees a diverse group of motorcyclists, male and female, hitting the streets of East London, to the track "Tonight the streets are Ours" by Richard Hawley. They hang out, have fun and grab food in London's famously multicultural Brick Lane, ending with a group photo after their ride. Blending 16mm analog film with digital elements, the spot has a fashion-film look and feels designed to appeal to a younger, Instagram-savvy generation.
Agency producer Tom Birmingham noted that the production was "a big project that combines stills and film and a very agile way of working."
The spot was directed by Familia's Adriaan Louw, and was made using crane arms on the back of tracking vehicles in an effort to make the audience feel like they are riding alongside the characters. The aim was "to inspire a 'run and gun' feel, similar to capturing skateboarding from another skateboard, feeling part of the action,” said Louw in a statement.