Photo from Adrants
Yeah, my first response was wtf? But then I thought about it a little more, and this campaign kind of makes sense. Johnny Loco is a European bike company, with their bikes selling upwards of 400 pounds. Their audience is one pining for Luis Vuittons and draped in Dolce & Gabbana. The photos for this campaign are very high-fashion, and are somewhat reminiscent of Gucci ads. The bikes aren't the central theme of these ads, but I don't think that's a problem. The photographs seem to be focused on the model, on the landscape, on her emotional connection to where she is. The bike seems to be just background. However, the bike is the thing that got her to where she is; without the bike, she would never have that expression on her face -- and look how excited/happy/peaceful she looks! Essentially, this ad places the viewer in the shoes of the model, and says: look, we can help get you here. That's a good ad.
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