HE NEW MOTO GUZZI V100 FILM CONVEYS MCGREGOR’S DEEP PASSION FOR THE BRAND AND ITS BIKES
“ON TO THE NEXT JOURNEY” IS A TRUE CINEMATOGRAPHIC WORK, SHOT IN CALIFORNIA ON 35 MM FILM, WITH A PHOTOGRAPHY THAT IS REMINISCENT OF GOLDEN HOLLYWOOD
The video for the latest Moto Guzzi V100 Mandello marketing campaign has a real Moto Guzzi lover as its protagonist: Ewan McGregor places all his charisma and authenticity as a motorcyclist into narrating the fervour that binds him to Moto Guzzi.
The video, shot in numerous places in California below the course of Duncan Winecoff, is a real declaration of affection for Moto Guzzi, because of a narration that reveals the profound nature of the bond between man and motorbike. It’s a manufacturing with a powerful autobiographical taste, the place the journey is a metaphor for all times.
Human beings construct their id in relation to things and reminiscences, which – in flip – make up their emotional baggage. Their emotional historical past is with them by their lives, and it helps them venture themselves into the unknown, in fixed stability between previous and current. Equally, the V100 Mandello represents the climax of a century-long historical past, wealthy with innovation and craftsmanship. It’s the Moto Guzzi of the longer term, but it’s designed and constructed on the stable foundations of a novel previous.
The symbiotic relationship between man and motorbike is thus explored in the course of the 60-second video because of McGregor’s voiceover. The actor will not be solely a profound connoisseur and bikes collector, however can also be a real Moto Guzzi fanatic, a lot so that every one the historic bikes that seem within the marketing campaign come from his private assortment and have change into an integral a part of the storytelling at his personal suggestion.
“Once I bought to open up with the V100 on the Pacific Freeway it was actually an exhilarating expertise, this can be a very distinctive bike – sporty but comfy, good for a protracted experience. It’s completely Moto Guzzi at coronary heart, and that’s what’s so nice about it, that they managed to design a contemporary liquid-cooled motorbike that also seems like a Guzzi” McGregor defined.
Shot completely on 35mm movie, the video finds the proper tone, evoking the golden years of Hollywood and enhancing the individuality of the V100 Mandello, because of images that’s at all times in stability between outdated cinema and up to date artwork, and due to using terribly evocative places reminiscent of Eric Lloyd Wright’s brutalist home in Malibu, the Pacific Coast Freeway, the desert areas in Lancaster, the L.A. River and the Second Road Tunnel in downtown Los Angeles.