Royal Enfield targets young motorcyclists with mould-breaking NCA ad

Royal Enfield, the motorcycle brand, is marking the launch of its latest model with a global ad campaign by New Commercial Arts that puts female riders as a central part of the narrative.

The 90-second film “A shot of motorcyling” was filmed in East London and shows a group of young people riding around streets such as Brick Lane and regularly stopping to take photographs.

NCA explained that as the new bike (Hunter 350) is “designed to make you look great on your social posts” it wanted to pull together a diverse cast that felt like a real group of friends.

In a bid to target a younger audience, the ad has been shot in the style of a fashion campaign and backed by the song “Tonight the Streets Are Ours” by Richard Hawley.

The work was art-directed by Kenny Meek and written by Mary Johansen. It was directed by Adriaan Louw through Familia. It is running across TV in local markets, social, digital and out of home.

Ian Heartfield, chief creative officer at NCA, said: “Forget about the old guys in their Belstaffs, this is about wearing what you like, standing out from the crowd, looking like you could be on the front cover of a fashion mag, while having the time of your life on two wheels, not four.”