Blockbuster-like production values for new electric motorcycle commercial
By Will Dron on June 12, 2012 11:15 AM
When you’ve got a sports motorcycle that costs $18,995, you’d better be able to back it up with some serious marketing, regardless of how good it is to ride. For the launch of the new Empulse R electric bike, therefore, maker Brammo has wisely put its money where its mouth is to put together a commercial with extremely impressive production values.
The final advert is pretty good – it certainly looks beautiful, if a little uninspired – but it’s the behind-the-scenes video that really caught our eye for this week’s YouTues, which shows the vast scale of the two-day Californian shoot.
In the 10-minute vid we meet the director, the first assistant director, the director of photography, the creative director, the producer and their crew. We also get to see the big-budget filming equipment, including the crane car and a very cool radio-controlled rotorcraft camera. For one shot, the team even got the police to stop traffic through a tunnel in downtown Los Angeles.
So check out the behind-the-scenes film first, but we’ve posted the final edit below as well. And you’ll want to know a bit more about the bike, we’re sure, so you can find the specification at the bottom of the page.
Behind the scenes:
Brammo Empulse specification
Peak motor power: 40kW at 8,200rpm (54hp)* SAE City Riding Range Test Procedure for Electric Motorcycles (variable speed, 19mph/ 30kph average)
Peak continuous current: 270 amps
Final drive: Direct chain drive (14/48) 520 O-ring chain
Transmission: IET six-speed gearbox
Max motor torque: 63Nm (46.5lb/ft)
Speed: 100+ mph
Battery pack capacity: 9.31kWh (nominal), 10.2kWh (max)
Range: City 121 miles*/ Highway 56 miles**/ Combined 77 miles***
Charge time: Eight hours (level 1)/ 3.5 hours (level 2)
Width (bar-end to bar-end): 31.8in/ 80.77cm
Height (highest portion of the dash): 42.6in/ 108.2cm
Wheels (front/back): 17in x 3.5in Marchesini/17in x 5.5in Marchesini
Tyres (front/back): 120/70-17 AVON AV79 / 180/55-17 AVON AV80
Instrumentation: LCD display; speed, tach, odometer, gear position, energy consumption, battery status, estimated range and system status
** SAE Highway/Constant Speed Riding Range Test Procedure for Electric Motorcycles (70mph/113 kph sustained)
*** SAE Highway Commuting Cycle (.5 city weighting, .5 highway weighting)