Moto Guzzi, the historic Italian motorcycle brand, has launched a new campaign for their latest model, the V100 Mandello, featuring Hollywood actor and avid motorcyclist, Ewan McGregor.
- The 60-second video explores the relationship between man and machine, with McGregor lending his voiceover to enhance the storytelling and using historic.
- he video has a nostalgic feel, evoking the golden years of Hollywood, while still feeling contemporary and artistic.
The 60-second video, directed by Duncan Winecoff, tcdakes viewers on a journey through California, exploring the relationship between man and machine and the emotional history that shapes identity.
McGregor, who is known for his love of motorcycles and has an impressive collection himself, lends his voiceover to the campaign and even suggested using historic motorcycles from his personal collection to enhance the storytelling.
The video showcases the V100 Mandello’s unique blend of modern technology and classic design, with McGregor describing it as “totally Moto Guzzi at heart.”
Shot entirely on 35mm film, the video has a nostalgic feel, evoking the golden years of Hollywood, while still feeling contemporary and artistic. The locations chosen, such as Eric Lloyd Wright’s brutalist house in Malibu, the Pacific Coast Highway, and the L.A. River, add to the sense of adventure and freedom that comes with riding a motorcycle.
The V100 Mandello represents the culmination of a century-long history of innovation and craftsmanship for Moto Guzzi, and the video highlights the deep connection between rider and machine.
“Human beings build their identity in relation to objects and memories, which – in turn – make up their emotional baggage. Their emotional history is with them through their lives, and it helps them project themselves into the unknown, in constant balance between past and present,” says the campaign’s description.