Young and old, aspiring and experienced, female and male: everyone has an adventure that they dream of taking someday. To inspire people to seize the moment (and to sell a few motorcycles), BMW Motorrad USA and M&C Saatchi LA have captured the freedom and joy of the open road in the short film – The Someday Ride. It debuted on social and digital channels in January 2018.
Riding two BMW motorcycles, a sister and brother embark on a journey through the winding roads and striking vistas of southern and central California, and into the eastern Sierras. Traversing nearly 400 miles in four days, the film captures the magic of achieving the ride they always wanted. No excuses, no interruptions, just time spent appreciating the moment.
“We wanted to tell people that getting out on that adventure you may have dreamt about is easier than you might think,” says Ron Tapia, M&C Saatchi LA Creative Director. “The film was an exciting opportunity to speak to both legacy and new motorcyclists by taking them along for the ride — with a sister playfully pushing her younger brother to “take the leap” and beautiful BMW motorcycles to carry the story.”
“One of our overarching objectives right now is to inspire a new era of riders,” says Michael Peyton, Vice President, BMW Motorrad – Americas. “And while we’ve got the products and financing programs for them, it’s equally important that we’re speaking their language. The Someday Ride was the perfect answer to that challenge.”
“With the broadest model range in our history, BMW Motorrad offers motorcycles for every riding preference and style — from touring to sport to urban mobility, and more,” added Peyton. “Plus, our 3asy Ride financing program can get riders on the bike of their dreams at a payment they’ve been dreaming of. It’s never been a better time to Make Life a Ride.”