MILAN, Italy - Actor Ewan McGregor is starring in the global advertising campaign for the new Moto Guzzi California 1400.
McGregor has been in more than 50 films, including “Trainspotting,” “Star Wars,” “Moulin Rouge” and “Big Fish.” He also shared his passion for Moto Guzzi in the road movie “Long Way Down,” when he stopped at Mandello del Lario, Italy, to visit the Moto Guzzi headquarters for the first time.
A few months later he turned back up at Mandello del Lario for the 2007 edition of World Moto Guzzi Days, returning to London astride his white California Vintage.
McGregor decided to provide testimonial after test-riding the Custom and Touring versions of the California 1400.
The campaign, titled “My Bike, My Pride,” is set in Western Australia. For an entire weekend in March, McGregor took a break from the filming of his next film, “Son of Gun,” to pose in the cross-hairs of Italian photographer Paolo Zambaldi’s lens.
The first day McGregor, the California 1400 Touring and the crew reached the fishing village of Lancelin, about 70 miles north of the capital, Perth, allowing Zambaldi to enhance the excitement of the trip with a natural setting dominated by tall white sand dunes.
The following day the scenery was the exact opposite: the Fremantle port cupi docks.
The closing shots are against a nocturnal backdrop lit up by Perth’s skyscrapers, where McGregor described the experience: ”I’m proud to have starred in this advertising campaign. I think we have really done something unique and great. I liked the new California 1400 straight away, from the first time I saw it. Then it surprised me when I rode it. It is from another planet ... truly surprising! And this is coming from someone who knows Moto Guzzi, if you consider that my 10 Moto Guzzis include models like the 1971 V7 Ambassador, the 1972 V7 Sport, the 1974 V7 Eldorado, the 2000 V11, the 2001 V11 Tenni, the 2009 California Vintage with a sidecar… and very soon a California 1400 Custom!”
The “My Bike, My Pride” campaign is running all over Europe, where it will be carried in the press and on the websites of all the major lifestyle and specialized periodicals. The campaign will also be conducted in the U.S.
The Piaggio Group said the advertising budget for the campaign is the highest it has ever allocated for the Moto Guzzi brand.
More information, pictures and an interview with McGregor on Moto Guzzi will be available at www.motoguzzi.com.
Posted by Arlo Redwine. Photo courtesy The Piaggio Group.