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?

Source | bmw via hellforleather

Continue reading: German Bike vs Japanese Bikes

Top German photographer Markus Hofmann to present Haute Couture, used a BMW S 1000 RR World Superbike factory race bike as a prop for his shoot.

Hofmann says:

“There are so many motorcycle manufacturers that combine motorcycles and women in an artless and sleazy way, that I thought there just had to be a better way of doing it,” he said. “I had no intention of putting a naked woman on a bike, and it was very clear to me that the bike had to be the S 1000 RR Superbike in the same colour that people have seen on the racetrack in 2009. I didn’t want the bike to fade into the background either; showing the name of the manufacturer was also very important for me, because it made the feeling of a pit stop and racetrack environment much more authentic”

With all due respect, the only difference we see in this shoot and the usual sexy models draped over a motorcycle is that these models are thinner, have higher cheekbones and are wearing more expensive looking rags.

Continue reading: Haute Couture and BMW Superbike