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KAWASAKI’S LATEST ATV COMMERCIAL WINS RECOGNITION FROM ADVERTISING INDUSTRY PUBLICATION

IRVINE, CA (9/8/06) - It may not be every all terrain vehicle pilot’s way of testing a new unit, but it sure works for Kawasaki Motors Corp., U.S.A. and its advertising agency, O’Leary and Partners, Newport Beach, Calif. Kawasaki’s new television commercial for its Brute Force™ line of ATVs has been nationally recognized by ADWEEK magazine as one of the 10 best commercials of the month.

Produced by O’Leary’s John Brooks in conjunction with Backyard Films of Santa Monica, Calif., the 60-second spot entitled “Office” depicts a test rider literally demolishing the imaginary Kawasaki headquarters building by riding the new unit up and over virtually everything in his path. At the conclusion of the “test run,” Kawasaki executives give the new Brute Force a “thumbs up” approval.

Conceived by the agency’s associate creative director, Rob Pettis, and his team at O’Leary and Partners, the commercial is a tongue-in-cheek effort to depict the serious nature of the company’s testing procedures.

According to Bruce Stjernstrom, Kawasaki’s marketing director, “We take both product quality and testing to unusual lengths, and this spot humorously gives the viewer a little taste of the Kawasaki attitude that is so important to our positioning.”

O’Leary and Partners has developed a media plan that includes significant airings via cable television, primarily focusing on ESPN2 and OLN audiences that draw the key demographic Kawasaki is seeking.

This commercial is airing in tandem with another newly produced spot that focuses on Kawasaki’s ZX-14, a sportbike that since its recent introduction has been heralded by the media as the most powerful production street motorcycle available.

Kawasaki Motors Corp., U.S.A. (KMC) markets and distributes Kawasaki motorcycles, ATVs, personal watercraft and utility vehicles through a network of more than 1,500 independent retailers, with an additional 7,700 retailers specializing in power products and general purpose engines. KMC and its affiliates employ nearly 2,400 people in the United States, with 400 of them located at the Irvine, California headquarters.

Kawasaki's tagline, "Let the good times roll.™", is recognized worldwide and the brand is aggressively carrying its heritage of leading-edge power, performance and exhilaration into the 21st century. Information about Kawasaki's complete line of recreational products and Kawasaki affiliates can be found on the Internet at www.kawasaki.com.

 

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