Indian Motorcycle is playing up the brand’s commitment to craftsmanship in the company’s most aggressive brand campaign to date.
“Indian Motorcycle occupies a unique and special place in the category. The brand’s heritage, design and craftsmanship offer riders a motorcycling experience they can’t get anywhere else,” said Reid Wilson, senior director of marketing and product development, Indian Motorcycle, in a release.
Themed “Set the Standard,” it is the first campaign from Solve, an independent Minneapolis-based agency that unseated incumbent Team One in a review late last year.
Breaking this week, just as summer riding season ramps up, the effort includes TV, print and digital. The TV spot marks the directorial debut of actor and motorcycle enthusiast Ewan McGregor of RSA Films, Los Angeles.
The effort features a range of the brand’s most sought-after models. Placements can be seen in all major enthusiast publications along with airings on major cable outlets such as ESPN and Discovery.
Last summer’s campaign included the unique twist of Indian Motorcycle creating the world’s first tattoo ink made from carbon from freestyle motocross competitor Carey Hart’s modified Indian Scout Hooligan racing bike.
The campaign from Team One — the agency’s last work for the brand — included a partnership with Inked Magazine, including an advertorial spread in the July/August issue and a 90-second film that will be hosted on indianmotorcycle.com/inked and on YouTube. The film shows how the ink was made and also includes Hart getting the first tattoo using it.