Choosing the classic Vital and his Motorcycle for the campaign reinforces the emotional connection between music and motorcycling.
A Yamaha Motor do Brasil, a pioneer in the manufacture of motorcycles in the country for more than half a century, brings the hit Vital e sua Moto, the first big hit by Paralamas do Sucesso, taken from the album Cinema Mudo (1983), in a new advertising campaign.
Signed by the agency FutureBrand São Paulo, the film tells the story of the character as a Brazilian who finds a new dimension of freedom and self-expression when venturing out on his Yamaha motorcycle. The music video was broadcast during the break of the program Altas Horas, which paid tribute to the 40th anniversary of the band from Rio de Janeiro and is available on all the brand's channels.
For the Japanese manufacturer, the new campaign is an opportunity to place its positioning creatively on the street, connecting with consumers in a genuine way. In addition to the film, the planning includes activations and actions that should take place in the months of April, May and June. During the launch, there were announcements from personalities such as the singer and actor Xam, the digital influencer Hugo Gloss, Lucas Silveira from Banda Fresno and culture and entertainment profiles, such as Omelete.
We see motorcycling as a means to maximize human potential and help people live their dreams. Be it a trip, a walk, or even saving time commuting to work or college. With Yamaha it is possible, reveals Helio Ninomiya, executive director of Yamaha. For us, Vital represents this desire to overcome that is so inherent to Brazilians, he adds.
The V for motorcycle, V for Yamaha concept materializes the company's new strategy, which seeks to connect the brand with each person's lifestyle.
The insight was validated based on digital research carried out by FutureBrand So Paulo and the result was indisputable in connecting the strength of the band and music to the universe of two wheels.
Yamaha's Brand and Marketing Manager, Giovana do Vale, believes that the song is a find, a Brazilian rock classic that expresses the feeling of owning a motorcycle. According to her, Yamaha realized that Vital e sua Moto is a hit that brings fond memories to those who know the music and brings a smile to those who didn't know it yet.
Guilherme Lemos, Creative Director at FutureBrand So Paulo, talks about the creative process: When we thought about the music, the big concern was that it had already been used, because for us it was an obvious connection. But luckily for us, no. So, from then on we went in search of the best way to tell this 40-year-old story, bringing it to the present day, but without losing the good nostalgia that the music brings. An important part was the construction of the new Vital, because he needed to be a guy that everyone recognizes, but with personality and charisma. And in terms of the story, we sought to create situations with a light tone of humor, but without exaggeration. Combining the music, character and story, we believe we were able to convey Yamaha's message much more in the form of entertainment, rather than a commercial. Just the way Brazilians like it.
Watch the campaign video below:
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