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Motorcycle manufacturing company Royal Enfield has just launched a campaign promoting its new scrambler, the Bear 650.
Made together with Droga5 London, a creative advertising agency that's part of Accenture Song, "In Gut We Trust" is a 75-second short film that sees stuntman Eddie Mulder narrating his thoughts before the start of a desert race.
It follows the journey of a young rider, inspired by Mulder, racing across the desert on the Bear 650.
The latest scrambler from Royal Enfield takes inspiration from Mulder's victory in the Big Bear Run, held at Big Bear Lake in Southern California in the '60s.
Apart from the hero video, the campaign includes eight key visuals and 33 editorial images, all drawing inspiration from the stuntman's iconic win.
In a statement, Royal Enfield Global Brand Lead (adventure) Adarsh Saxena shared that the materials aim to evoke the mindset of trusting your gut, especially within the context of fast-moving motorcycle races:
“While bikes may have come a long way since the 1960s, the mentality of riders and the importance of trusting their gut remains the same."
We wanted the design of the Bear to be reminiscent of those times, and build on the iconic Interceptor model. That’s why it made sense to reimagine what those iconic 60s ads would look like today for the launch campaign."
Royal Enfield's latest campaign reinforces its unique brand identity, which is deeply rooted in legendary moments in motorcycling history.
Trusting Your Gut
"In Gut We Trust" starts with artistic drone shots of the desert, as Mulder narrates the race experience.
"Before the start of a desert race, I mean it was quiet. Everybody's goggles are fogging, and you're breathing blood, you know. There's a thing inside your mind and body when your gut tells you if you got the balls to do it," he says.
Viewers are then introduced to a young racer following Mulder's footsteps, taking the Bear 650 for a spin.
The speedster begins early in the morning, riding along a cliffside before arriving at the desert.
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"Once you find out how to put your gut and your body in order and pull the trigger and get the job done, there's not a better feeling," Mulder continued.
The spot culminates in a flurry of high-action shots before the tagline "In Gut We Trust" flashes onscreen.
It comes as no surprise that the holiday season sees a much higher demand for advertising agencies around the world.
Having developed campaigns for clients like Paramount+, Diet Coke, Amazon, and Levi's, Royal Enfield is in good hands with Droga5.
Recently, the agency and Coors Light teamed up for a last-minute activation harping on Russell Wilson's in-game call.
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