EWAN MCGREGOR – THE FACE OF THE NEW MOTO GUZZI CALIFORNIA 1400

Ewan McGregor is the face for the new Moto Guzzi California 1400. This is the first time that a Hollywood star of this calibre, one of the most beloved on the silver screen, has lent his face to a motorcycle manufacturer for an advertising campaign.

The relationship between Moto Guzzi and the Scottish star is an authentic one and it comes naturally out of McGregor’s passion for bikes and in particular for the “eagle brand”. A star in more than fifty films including blockbusters such as “Trainspotting”, “Star Wars”, “Moulin Rouge” and “Big Fish”, McGregor had already told of his passion for Moto Guzzi in the road movie Long Way Down”, when he stopped at Mandello del Lario between John O’Groats and Cape Town, visiting 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 GMG (World Moto Guzzi Days), returning to London astride his white California Vintage.

A STILL FROM THE NEW AD CAMPAIGN "MY BIKE, MY PRIDE" FEATURING EWAN MCGREGOR TAKEN IN WEST AUSTRALIA.

A STILL FROM THE NEW AD CAMPAIGN “MY BIKE, MY PRIDE” FEATURING EWAN MCGREGOR TAKEN IN WEST AUSTRALIA.

Today, thanks to the new Moto Guzzi California 1400, the relationship comes together in a unique professional cooperation with Ewan McGregor as testimonial for the new 2013 advertising campaign, a decision which came about after having seen and then test ridden the two Custom and Touring versions of the brand new Italian cruiser.

To make it even more exclusive, the campaign (entitled “My Bike, My Pride”) is set in exotic Western Australia.

For an entire weekend, on March 9th and 10th Ewan McGregor took a break from the filming of his next film, “Son of Gun” directed by Julius Avery, to pose in the cross-hairs of Italian photographer Paolo Zambaldi’s lensThe first day Ewan McGregor, the California 1400 Touring and the entire crew reached the fishing village of Lancelin, just 110 km north of the capital, Perth, allowing Zambaldi to enhance the excitement of the trip and reaching the destination in the Scottish actor’s magnetic gaze, all in a unique natural setting dominated by tall white sand dunes.

The following day the scenery was the exact opposite, where, in the Fremantle port cupi docks, the long black shape of the California Custom 1400 meets McGregor, spontaneously and naturally playing the role of a hard and pure biker, not to mention being terribly sexy.

The closing shots with this formidable couple are against a nocturnal backdrop lit up by Perth’s skyscrapers, where at the end of the last shots with the California Custom, Ewan McGregor describes 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 ten 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” advertising campaign will be launched on 5 April all over Europa and it will be carried in the press and on the websites of all the major lifestyle and specialised periodicals with the highest advertising budget ever allocated by the Piaggio Group for the Moto Guzzi brand. The advertising campaign was handled by The Ad Store Italia agency.

More information, pictures and an interview with Ewan on Moto Guzzi will be available on the official website motoguzzi.com.

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