German Bike vs Japanese Bikes

BMW is going all out in promoting their first superbike, the powerful S 1000 RR and takes head on Japanese competitors to try to break their dominance in the high performance sportsbike segment, with this very aggressive ad campaign, that is totally different from what we’ve seen from them so far.

Using a combination of photography and illustrations they’ve come up with a highly stylized vision of S 1000 RR and what is portrayed as the classical Japanese stereotypes, the geisha, the sumo wrestler and the samurai.
Matthias Harbeck, Executive Creative Director at international creative agency Serviceplan has been involved with bringing the project to life: “With the launch of the S 1000 RR imminent, we wanted to give the public something to get excited about leading up to the release date,” he explained.

“Over the period building up to the launch we wanted to reach out to new audiences and the S 1000 RR versus Japan lifestyle project was a great way to engage with people through art, rather than just directly targeting motorcyclists.

”Can we expect spaghetti or pizza and Mafia and Beretta’s when they decide take on the iconic Italian sportbikes like Ducati, Aprilia or MV Agusta?