Curb your enthusiasm! I couldn’t help but snap this candid shot of the full page Eldee Velocette Classic TT races Isle of Man 2014 ad in Bike Racer New Zealand when it hit my local newsstand in May 2014. It promotes & seeks sponsorship for the bike racing at the Isle of Man Classic with Bill Swallow aboard. The ad features Les Diener racing Eldee 1 in Australia in the 50s. The simple graphic immediacy afforded by the illustration style; part inspired by classic 50s IOM illustrated posters, the graphical ‘go-faster’ speed trail and part inspired by the modern Superbikes’ MotoGP Supergraphics. The lively and patriotic red white and blue colour combination paired with the classic noisy and aggressive motorcycle action photo gives this ad a strong first impression and makes it memorable. The pragmatic, short-form copy, just the facts, paired with the ‘call to action’ succeeded in promptly directing a significant volume of ‘niche’ market traffic to the VRNZ website. Another consideration that factored into choosing the loud and aggressive Supergraphic art direction was the need overcome petty cross-tasman rivalry and pull in both New Zealand and Australian Velocette enthusiasts behind the Velocette Racing New Zealand project.
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