Motorcycle Advertising Part One
Wildly successful ad campaign of the Sixties
These were primarily foreign-built Harleys, from 50cc to 250cc displacement, including an M50 model that could have been a clone of Honda’s popular Trail 90 series.
If Harley’s new ad campaign looked similar to Honda’s, Yamaha’s looked like a direct clone.
Dubbed the “Swinging World of Yamaha,” the campaign featured more than one magazine ad that looked so identical to the Honda campaign that they could have been mistaken for each other if you didn’t look closely.
But Yamaha even went one step further to invoke the clean-cut, young American image, by partnering with Walt Disney Studios during the next phase of their campaign.
Ads showing America’s darling, Annette Funicello, posing with a Yamaha “Rotary Jet 50,” and movie star Dean Jones on a “Riverside 60,” were tied in with the release of two Disney movies
And, at around the same time, the Italian scooter manufacturer, Vespa, refocused its ad campaigns to give them a more mainstream appeal – again, looking very similar to the Honda ads. Then there were the bike manufacturers that took another course, attempting to distance themselves from the clean-cut, middle-America, mom-and-apple-pie image that had worked so well for Honda.These included, but were not limited to, BSA, Ducati, Norton, BMW and Kawasaki.
Probably the most blatant of these was BSA, who mounted a campaign called “The Bold World of BSA.”
|These ads usually showed a very rugged-looking male model somewhere off to the side, but the dominant feature in almost all the ads, besides the bike itself, was usually a sexy female model showing an almost-illegal (for the Sixties) amount of cleavage.|
Those that didn’t feature cleavage, mostly touted the “bad-boy” image of BSA’s “Bold World,” featuring slogans like, “Go All Out” and “Discover Lightning Power.”
Certainly, the bikes and people shown in these ads were the direct antithesis of Honda’s “Nicest People,” riding friendly little 50cc and 90cc bikes.
Norton took the same road as BSA, though not quite as blatantly. In the ads for their 750 Commando and Superplus Commando 850 bikes, they touted the “Go Far, Faster” line, backed up with sexy models but without the revealing cleavage.
BMW took the approach of basically ignoring the Honda campaign, though you might read a bit of sarcasm directed toward Honda and its copycats in BMW’s “Cool It” campaign, which read, in part, “Distinctive, Different, and Very, Very Fast.”
Much the same might be said of Ducati, where the response was a series of ads showing a guy standing behind a Duc and simply proclaiming, “I’d rather have a Ducati.” However, I have to admit I’ve never been quite sure what to make of that ad, as the guy behind the Ducati was very obviously Japanese, and was wearing a business suit.
Just what message were they sending, anyway? I’m not sure even Ducati knew.
Finally, in the anti-nice camp, we find Kawasaki.
Unlike their two Japanese counterparts, Honda and Yamaha, Kawasaki decided to go the Brit-bike route, touting power and size and an in-your-face attitude
Their ad for the Avenger says it all, even down to the name of the bike itself, and featuring famous race car drive Parnelli Jones riding his Kawasaki.
The text carries hot-button phrases like “engine…roaring in your ears,” “¼-mile in 13.8 seconds,” and “power surging at your touch.”
But Kawasaki didn’t forget its smaller bikes, either, with an ad for the KE100 that took an obvious swipe at Honda and Yamaha by terming their slightly smaller bikes as “mopeds.”
Finally, there were the “fence-sitters” – manufacturers who couldn’t seem to decide which image they wanted attached to their products, and who tried to compromise. Not that compromise isn’t a good thing, and can be used to great success in ad campaigns, but it just doesn’t work when you try to convey two different images within the same advertisement.
For example: Triumph, in advertising their formerly super-popular Bonneville series, which was suddenly taking a backseat in sales to the little Hondas, used an ad that looked almost identical to the Honda “Nicest People” campaign, showing a young, middle-class American couple out for a Sunday cruise. All well and good, but yet the text of the same ad touted the bike as a “World Speed Record Holder!”
And in that same vein of indecisiveness, Bridgestone put out an ad that looks like a direct clone of the Honda campaign for their 175cc model, showing a young couple cruising along the beach, but placed a smaller photo underneath it showing the bike winning a race at Daytona.
So, you can see how the face of motorcycling changed forever, hinging primarily on a single, albeit wildly successful ad campaign of the Sixties. In the next installment, we’ll look at some more modern motorcycle ad campaigns and see how some have worked, and some have not.