Yamaha Motor Europe and Armando Testa obsessed by the new TMAX. The new campaign for the 25th anniversary kicks.

On the occasion of the launch of the new model in the special TMAX 25th Anniversary edition, Yamaha presents  “Obsessed to the MAX”, the new campaign created by the Armando Testa agency.

A concept that pays homage to one of the true icons of style and performance, able to boost its own allure year  after year, until for many people it has become an object of desire.

Red, inspired by the inserts in the Anniversary model, dominates the scene symbolising passion and temptation, and converting the emotional depth that always goes along with TMAX into an image. 

The result is evocative and contemporary storytelling, where the premium language and the bold visuals merge in a production of intense impact where the product is treated as an object of absolute desire.

Shot in a studio with LED walls and AI generated contents, the film switches between immersive close-ups of the TMAX and evocative images interspersed with powerful keywords building up to a sound and vision climax that explodes into  pure passion.

With the new campaign created by the Armando Testa agency, TMAX has become even more magnetic, more powerful and more desired than ever.

Social and digital media is planned, with dedicated cuts for each channel.

The campaign airs from 4th November on the occasion of EICMA.

Agency credits:

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme ans Georgia Ferraro

Creative Supervisor: Lorenzo Blangiardo, Maria Meioli

Creative team: Davide Cortese, Francesca Graziani

Client Lead: Emanuele Cicogna Mozzoni

Account Team: Nicoletta Pittino, Manuel Amato

Director: Nicolò Bravetta

DoP: Marcello Dapporto

A.I. artist: Director Kobayashi

Music and SFX: Human Touch

Photographer: Marco Campelli