When David Warrior of The Agency briefed us on what he wanted in this ad, he would never have imagined that director Francis Tan, or FT, would summarise his whole brief into this one word, IRREVERENCE.
This spot was about a new road bike with suspensions of a scrambler, like an SUV to car owners. For Indonesian road users, that means better rides over potholes and badly paved roads as a start, but with the suspension as tough as it is designed, it will mean that after some years, this bike will still be comfortable ride. Bingo! Better resale value for owners.
The rest was easy for FT as he was able to take the bikes through routines we would not have been able to do with ads for regular road bikes.