FCB Readies New Work for Kawasaki’s Ninja Bike

One man goes to unusual lengths in the search for excitement in a new campaign from FCB Worldwide for Kawasaki Motors.

FCB Southern California, with offices in Costa Mesa and Los Angeles, will launch a 30-second spot next month for Kawasaki featuring a young man looking for kicks in, of all places, a doctor’s office. But this particular patient, who appears healthy by most standards as he waits for the doctor, is shown rummaging through the office, looking for some sort of rush. In the end, he grabs the paddles of a defibrillator as if to give himself a jolt.

Media for the estimated $5-10 million account is handled by TN Media. This particular push is valued at $1-2 million.

FCB group account director Bruce Barta said the commercial will appeal to young people who are themselves looking for a shot of adrenaline. The Kawasaki Ninja ZX6R sportbike is targeted mostly toward young men 20-40.

“It’s lighthearted, sort of a spoof, but we think it communicates what a Ninja rider is all about,” said Barta. “When you look at the Ninja, it’s really about attitude. It’s not just about going fast. It’s control, handling, being able to carve turns. There’s a certain attitude.”

The media mix for the Ninja will include national TV, cable, print and some outdoor.

FCB has been producing work for the Irvine, Calif.-based client for more than 10 years. The current creative team includes creative directors Mike Hall, John Zegowitz and Chris Brown, art director Paul Christensen, copywriter Christian Sternal, producer Bob Belton and account executive Nguyen Duong.

In addition to Kawasaki, FCB Southern California handles clients including Hilton Hotels Corp., Taylor Made Golf Clubs and Ericsson.