A custom bike shop in Manhattan looking to make some noise among the noise. Our challenge – to get as far away from traditional motorcycle advertising as possible. No neon colors. No onslaught of info. No guys with tats or girls with tats or bimbo babes in provocative poses. B/W.  Hand written headlines. Hand drawn logo. The bikes are shot against iconic backdrops of NYC. Not only because they looked great but also because it reinforced the company name. Sprinkle in just the right amount of attitude in the headlines. We blew the ads up huge for Madison Square Garden. The TV countered the machismo with whimsical music and footage.