BMW is rolling out a national television effort, “Feed Your Restless” for its Motorrad USA motorcycle unit. The spots, which began airing 3/1, are meant in part to convey the brand’s combination of technology and reliability with the edginess and individualism that attracts many people to motorcycling.
After years of building fairly mild-mannered bikes favored by aging riders who specialize in long-distance touring, the company has spent the last decade cultivating its high-performance chops with sleek, fast sport models like the K 1300 S and S 1000 RR, reports The Wall Street Journal.
Each of the three national spots focuses on a segment of the BMW model range and is meant to reflect the bikes’ potential for excitement, adventure and camaraderie. A fourth ad is available for individual dealers to run in local markets.
BMW said it will run more than 1,500 30-second spots nationally through early June on a range or channels including Velocity, Speed, Fuel TV, the Sportsman Channel, ESPN, ESPNews, the Discovery Channel, the History Channel, and the National Geographic Channel.
The first spots are slated during the following shows tonight:
• ESPN, NBA game, 8 – 10:30 p.m.
• ESPN News, SportsCenter, 7:30 – 8 p.m.
• Discovery, Bering Sea Gold, 10 – 11 p.m.
• Velocity, American Hot Rod , 8 – 10 p.m.
• History, American Pickers, 8 – 10 p.m.
• H2, America Unearthed, 10 – 11 p.m.