MV Agusta Sees Nothing Wrong With the Ad
We reported on the MV Agusta Superveloce 800 when the company announced it would build the motorcycle. The bike is downright beautiful, with a near perfect blend of retro style a modern technology. Shortly after we reported on the bike, MV Agusta let loose with a video advertisement that angered and annoyed many people around the world.
The ad was hyper-sexualized with a naked woman writhing and stroking the machine in seductive ways. Honestly, it looks like she straight up wants to screw the bike. This mechanophilia didn’t go over well, and many of all genders are calling foul. Cycle World managed to sit down with MV Agusta’s CEO Timur Sadarov to discuss the reaction to the advertisement.
Sadarov said that he views the ad as artistic expression and said that the ad works with the company’s slogan, which is “Motorcycle Art.” The ad was supossed to connect with people and show the relationship between people, their machines, and all the feelings wrapped up into them. “We fully stand behind the creator and director,” said Sadarov.
The problem may stem from how sexualized the video actually is. The woman in it is completely naked, writing, and calling out to the motorcycle. Personally, I think the video is completely over the top. When I first watched it, I laughed out loud. It’s just too much. They could have gotten the point across with a less explicit video. With that said, it has certainly got people talking, and that is definitely the point of any advertisement.
The firm is essentially a money laundering scheme for Russian money – I meant to say: Russian oligarchs, captains of industry, are major investors: I wouldn’t expect masterpiece theater.
You are kidding, right?
In this modern world where every perversion known to man has to be considered “normal”, or you are a hater, this film bothers people?
Only criticism I have is the model should have been wearing heels, instead of boots.
MV likely has a tiny ad budget, and I’d guess that they wanted something edgy that would get a lot of publicity, shares and views. I had no idea this bike even existed before seeing a negative review of this ad on Facebook, so the tactic seems to be working at least somewhat. Still not gonna buy one though.
What a pile of crap. Art? Go to Versailles, take a look at what’s there, and then tell me with a straight face that video is “art”. lol. NO.
And news flash, MVA… women aren’t writhing all over your POS bike like it’s some sort of overpowered vibrator (or, you know, yet another underpowered underperforming joke).
As a woman who’s been riding for decades, & racing for several years, I wouldn’t touch that piece of crap “art” bike with a 10 foot pole.
Except to knock it over (I actually wouldn’t, but I’d be sorely tempted).
Try taking a page out of BMW’s book… the s1000rr? Now THAT is some serious art, and they manage to sell quite a lot of them, without objectifying/sexualizing women to do it.
They built an excellent product, and market it in a manner that isn’t off-putting to women buyers. Go figure… bet they sell more bikes than you do, MVA…
You’ll get over it. I’m glad MV stuck to its guns rather than backing down.
What a great way to advertise on a shoestring budget. They didn’t even have to buy clothes for their model to wear for the shoot, and they got crap loads of free press as a result.
They are getting a lot of attention for the motorcycle.
Nice looking bike, hot looking babe.
Where’s the downside?