Back 30 October 2023

XSR900 GP: Yamaha Motor Europe and Armando Testa launch the new icon of Sport Heritage.

<strong>XSR900 GP: Yamaha Motor Europe and Armando Testa launch the new icon of Sport Heritage.</strong>

Yamaha Motor Europe and the Armando Testa agency have consolidated their long-standing collaboration with the launch of a new model in the Sport Heritage segment. 

Since the creation of Faster Sons in 2015, the segment has represented the heritage and passion for the world of motorcycle racing and in general for a vintage aesthetic combined with a modern twist. All the models represent the synthesis of timeless design with state-of-the-art technology.

Today an icon has been born: the new XSR900 GP is a tribute to the unforgettable racing Yamaha of the ’80s and ’90s, a period of great success for the brand and its riders. 

The campaign was conceived for true enthusiasts and has a twofold objective: on the one hand to involve the audience with an exciting story, and on the other to describe a “beast” ready to get running and, at the same time, a piece of art to admire. 

The hero comes home, stops and admires his new bike and in his memory, he starts running through a sequence of images of the old YZR. His desire to get riding grows, his hand begin to tremble, his eyes full of adrenalin.  The new XSR900 GP is right there, as if on the altar of racing history, and it seems to be waiting for him.

The new bike might have just been born, but it’s already an icon for all fans: Born Iconic, as the claim declares. 

The campaign includes three different cuts of 90’’, 30’’ and 15’’, as well as a 10” teaser, press and catalogues images. It has been planned on all the brand’s digital and social channels.


Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme and Georgia Ferraro

Creative supervisor: Sebastien Sardet

Creative team: Roberto Capodanno, Gaetano Corvino, Davide Carretta

Client service director: Sascha van der Plas

Account executive: Martina Conterio

Production company: Armando Testa Studios

Director: Luciano Consolini

DP: Luigi Gamba

Photographers: Chiara Quadrelli and Luciano Consolini

Colour correction: Claudio Beltrami

Photo post production: Walkin Studio

Music and SFX: Guido Smider

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