Rocks ’n’ Roads

An international campaign for the official launch of the new V85TT bike featuring Ewan McGregor
Rocks ’n’ roads
Moto Guzzi’s international campaign got back us into the Moto Guzzi saddle with Ewan McGregor. The campaign - under the umbrella concept of Rocks ‘n’ Roads - well conveys the perfect combination of two different souls in a winning mix where the tougher and exuberant personality of an off-road combines with the temperament of a great traveler to ride on any kind of track, whether in town or off road.
Riding with Ewan McGregor
The campaign, designed around Ewan McGregor, is a movie in itself. From a movie trailer designed as an Insta story to the advertising campaign reinterpreting the look & feel of cinema posters. Combining digital slow motion and 16mm film footage, the campaign is a sort of intimate travel documentary, an authentic and engaging journey offering the audience a unique perspective on the bike, as if they were riding it themselves. Inspired by iconic Steve McQueen, the film has no script or poses: the only protagonists are Ewan McGregor interpreting himself and its passion. Our movie, directed by Paolo Zambaldi, captures the essence of an epic journey riding an all-terrain bike that can literally reach anywhere.
A film-centered campaign
The core of the campaign is the docufilm with Ewan and his solitary and intimate journey riding his V85TT bike. All touch-points, online and offline, were carefully planned so as to create expectation and curiosity around the film première, aired on the website. The Ad Store's team on the project was the same as the one that launched Moto Guzzi’s very first campaign with Ewan McGregor. As Ewan himself said, “It’s only Rocks ’n’ Roads but we like it”.