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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