Vespa Gets Sexy in New Dealer Ads

Scantily clad women and Italian-sounding words are meant to convey the style and heritage of Vespa motorcycles in six new print ads by Amster Yard.

The campaign, for motorcycle-dealership consortium Vespa of Greater New York, seeks to highlight the Italian brand’s chic image with “hipsters” ages 20-29, said Joe Belmonte, managing director of New York-based Amster Yard. He noted, however, that “it’s more of a mind-set than it is a demographic.”

The work showcases words ending in “issimo,” such as “Vroomiss imo” and “Sexissimo,” and features barely clothed women sprawled over and around Vespas.

“If you took the intersection of Rome à la La Dolce Vita and Hol lywood, that’s where the world of Vespa exists,” said Belmonte.