A motorcycle brand's stylish ad aims to woo young riders

Spot for Royal Enfield was gorgeously shot by director Adriaan Louw

Published On
Aug 16, 2022

Editor's Pick

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. 

 

 

Credits

Date
Aug 16, 2022
Client :
Royal Enfield
Agency :
New Commercial Arts
Production :
FAMILIA
Director :
Adriaan Louw
Executive Producer :
Toby Walsham
Executive Producer :
Mikey Lavelle
Producer :
Tom Birmingham
DOP :
Thomas Revington
Founder & Creative :
Ian Heartfield
Founder & CEO :
James Murphy
Founder & Strategy :
David Golding
Artistic Director :
Nici Hofer
Art Director :
Kenny Meek
Copywriter :
Mary Johansen
Business Director :
James Derrick
Account Director :
Kate Kenyon
Senior Planner :
John Blight
Director of Production :
Matt Craigie Atherton
Film & Stills Producer :
Zeynep Strange
Project Director :
Sylvie Edwards
DOP :
Thomas Rivington
1st AD :
Benji Edwards
2nd AD :
John Robinson
1st AC :
Justin McGillivray
Grip :
David Ashby
Grip :
Emmet Cahill
Gaffer :
Grant Campbell
DIT :
Will Gardner
Hair & Make Up Artist :
Robyn Walsham
Wardrobe Stylist :
Justin Hamilton
Photographer :
James Grant
Assistant Photographer :
Luca Vincenzo
Assistant Photographer :
Isaac Dann
Casting :
Lane Casting
Casting Director :
Hannah Ashby Ward
Edit :
Final Cut
Editor :
Ryan Beck
Grade :
Coffee & TV
Post Producer :
Thom Godsill
Colorist :
Simona Cristea
Flame/VFX :
Rory Whittle
Online :
Rory Whittle
Sound Design and Mix :
Wave Studios
Sound Designer :
Jeff Smith
Music Composer :
Richard Hawley
Master Controlled by :
Warner
Publishing :
Universal
Design :
King Henry Studio
Retouching :
King Henry Studio

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