Watch This Poor Guy Try to Justify a $10,000 Motorcycle Purchase to His Significant Other

New ad from Zero takes on the psychology of the impulse buy

It’s a conversation that happens across the country—how many times a day? A hundred? A thousand? Warily eyeing middle age bearing down on him, a fella goes out and buys a motorcycle on a whim. He’s plunked down his 10 grand, and he’s had a swell time getting bugs in his teeth out on the open road.