National Guard "Motorcycle Safety" Series
During the National Guard’s tenure as a title sponsor of AMA Pro Racing, the Guard recognized an opportunity to educate service members about motorcycle safety fundamentals. The National Guard contracted Hooah to produce a series of three PSAs featuring members of the Jordan Motorsports team, each delivering a specific safety message.
Our concept for the series took into account the age and predominately male gender of National Guard members. The spots had to visually engage their audience to watch to completion, as well as to heed their important advice.
AMA SuperBike drivers Geoff May, Aaron Yates and Jason Pridmore participated, with their respective messages urging cyclists to take a motorcycle safety course; don’t drink and ride; and race on a racetrack, not the streets.
We shot footage of each driver at the racetrack, speaking directly to the camera. To convey the excitement of motorcycle racing – as well as to capture the interest of the target audience – our team used post-production editing and graphic design to set each PSA against a backdrop of a mechanic’s workbench, on which several “photographs” and small motorcycle parts are set.
The photos come to life as videos of motorcycles on a racetrack, with the central “photo” used as the screen for each AMA SuperBike driver to cover his subject. Multiple photos play simultaneously, as the roar of racing cycles is heard throughout.
Adding these layers of visual and audio interest created a PSA series designed to go beyond a typical “on the scene” video to effectively reach its target audience of young National Guard motorcycle enthusiasts.
- Creative Concepts