New MCSS Commercial with Kevin Windham

May 8, 2013
Courtesy of Geiger Media
Kevin Windham speaks moto in Motorcycle Superstore’s new
national commercial campaign that will debut during the
broadcast of the Lucas Oil Pro Motocross Championship.

Racers have a language all to themselves. It’s a combination of noises, expressions and hand signals that help riders relive a ride.

It’s a language knows well and has made the centerpiece of a new national commercial campaign that will debut during the broadcast of the Lucas Oil AMA Pro Motocross Championship from Hangtown.

Brian Chamberlain, creative director at Motorcycle Superstore, oversaw the production of the spot and said the aim was to highlight Motorcycle Superstore’s strong racing roots.

“We’ve never done a national spot like this,” Chamberlain said. “When we decided to do one, we partnered with Maddox Visuals and Tyler Maddox, who is both a great photographer and a rider. We really wanted to partner with someone who knew the subject matter inside and out.

“We didn’t want to do the run-of-the-mill commercial that shows a warehouse with lots of product talking about large selection and low prices. That’s the same thing everyone else seems to be doing. We wanted to be different.”

Chamberlain said the goal was to get personal with the individual consumer.

“We want to connect with the rider,” he said. “We want to let them know we ride just like they do and we get it. We threw around a lot of ideas and kept going back to how riders always talk about their rides right after they get off their bikes. It’s a universal language of how riders speak to one another.

“We want riders to know we get it because we’re riders too, not just some big corporation selling parts.”

Chamberlain said the commercial initially was going to be funny, but it evolved into the final form as they shot it.

“It was going to be all humorous and we did a casting for people with great facial expressions,” Chamberlain said. “In the process of casting we thought it would be cool if we could get a top-level rider to validate it and Kevin Windham happened to be available, so suddenly there was this awesome opportunity to get this legend involved.”

Windham said while he’s more at ease on a motorcycle than in front of the camera, it didn’t take him long to get into the spirit of the shoot.

“It’s tough and sometimes you feel out of place doing things like this,” Windham said. “It usually takes a lot of time to capture the moment the producer wants to have. I felt kind of goofy doing things like this in the past, but you always trust the people behind the scenes are going to make you look as good as they can.

“This time it didn’t take long at all to know what they were trying to capture and I think they nailed it. We were just acting normal.”

Chamberlain said the Motorcycle Superstore employees who came out to watch also got involved.

“As we started shooting, some of the faces started to get redundant and it wasn’t as authentic as we wanted,” he said. “We had a bunch of employees on hand and they all ride, so we started to bring them into it, which gave the spot a more realistic feeling.

“If we had more time, I think the idea would have evolved further, but we were under a pretty tight deadline to get it done. We’re all very proud of it.”

The spot will make its debut during the May 18 broadcast of the Hangtown MX Classic in Sacramento, Calif. Fans can get a sneak peek of the spot by going to