New color variants for Yamaha FZ series; Continues to ride-on John Abraham
Future East has commissioned internationally acclaimed director Andrew Hardaway to shoot the commercial. The ad was shot by award-winning cinematographer Maher Maleh who has been involved with classic campaigns for Honda and Toyota. The execution of the concept was dependent on ensuring that computer graphics blend in seamlessly with the shots of John to create the interaction between man and machine.
The TVC features Yamaha brand ambassador, John Abraham in three distinct personas. Each persona comes across as a different variant of the bike that he likes and wants to ride. However, unexpectedly the bikes seem to have a mind of their own and make it hard to be ridden. Ultimately, it is the bikes which choose their own riders.
Ashim Ahluwalia, Founder / Director, Future East said , "For the Yamaha FZ commercial, we put together some great talent including director Andrew Hardaway who has worked with diverse directors like David Fincher, John Frankenheimer and Ang Lee as well as post produced films with ILM such as 'Star Wars' & "Men in Black'. More importantly for us, he's a great guy and on the same wavelength as the rest of us at Future East. The photo-realistic Yamaha bikes were created at UPP in Prague, known for their work with directors like Francis Ford Coppola & Paul Thomas Anderson.
As a director-led company, Future East has always focused its energies on the creative and visually-challenging aspects of film-making rather than having a purely logistical outlook. This means more sensitive production support for the director, a closer relationship with key agency creatives and a more open, collaborative approach."
Since 2005, Future East has created some of the industry's most respected entertainment and branded content. For Yamaha FZ where production is handled by Future East, media planning is taken care of by media firm- Motivator. Keeping IPL season in mind this is a very important responsibility on shoulders of Motivator.
The Yamaha FZ is a popular motorcycle among bikers in India. With the company set to launch new color variants for the product, the brand needs to create a communication that is clutter breaking while retaining the brand profile for the motorcycle. The concept of bike choosing it's rider surely solves the purpose. The finesse of merging computer graphics with the cinematography is remarkable in the commercial. But the crucial element of having three personas of the same person being John Abraham and not here could have shown in a clearer manner. | Manjiri Pupala [manjiri(at)adgully.com]
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