To sell this new Ducati motorcycle, Portland Oregon's MotoCorsa took a different approach, posing men provocatively with the bike.

Don't worry, they did women, too. The men copied the original photo shoot shot-for-shot.

Who did it better?

Keep clicking for more of the two shoots and some side-by-side comparisons...

Keep clicking for more of the two shoots and some side-by-side comparisons...

Keep clicking for more of the two shoots and some side-by-side comparisons...

Keep clicking for more of the two shoots and some side-by-side comparisons...

Keep clicking for more of the two shoots and some side-by-side comparisons...

Keep clicking for more of the two shoots and some side-by-side comparisons...

Keep clicking for more of the two shoots and some side-by-side comparisons...

Keep clicking for more of the two shoots and some side-by-side comparisons...

Keep clicking for more of the two shoots and some side-by-side comparisons...

2013-11-11

Co.Exist

The Hot Underwear Models Selling This Motorcycle Are Not What You Would Expect

A Ducati dealership put a little twist on the old bikes-and-babes model, by letting their male employees recreate a sexy photo shoot--putting the ridiculousness of sex-as-sales tactic into stark (almost naked) relief.

Companies use scantily clad models to sell things. This is not news. While we're all used to seeing underwear-clad hot bodies hawking things like lingerie or perfume, muscle cars and motorcycles have a long history of draping nubile women over their products in order to instill a little extra sexiness to their wares.

So it made perfect sense when MotoCorsa, a Ducati dealership in Portland, Oregon, commissioned a photoshoot with a model climbing seductively all over a 1199 Panigale. When considering purchasing a $18,000, 195-horsepower superbike, it's important to know what a woman would like if she fixed her makeup in its mirror while wearing just underwear. This is clearly the kind of situation one hopes to find oneself in when purchasing a bike of this caliber.

But, this being Portland, some equality was in order. The dealership's male employees decided that they, too, would like to be objectified for the purpose of selling bikes. It's only fair. And so MotoCorsa created an identical photoshoot, but with men.

MotoCorsa itself is rather subtle about the feminist motives behind the shoot, writing just that: "The CorsaCrew was complaining about our model Kylie getting to have all the fun, plus we had to listen to all the ladies who are sick and tired of bikes with bikini babes!"

The real message, though--made clear by the ridiculousness of the average (but great looking!) men posed ridiculously on the bikes--is that perhaps just because sex is the easiest way to sell something, it's not necessarily the best. Though, really, it might actually be the best advertisement ever, because it turns out the bike might make the man: Perching on top of the 1199 Panigale makes everyone look sexy.

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14 Comments

  • Kat ThebigGun Super-Honcho

    If you aren't a graphic designer or don't work in advertising, you will complain about this. Get a sense of HUMOR, first of all. Second, this would definitely go into one of those Archive magazines for ad campaigns. Brilliant!

  • Steve Moyers

    They had a chance to make a point put turned it into a joke. Men in high heels and tube tops!? WTF

  • BeeKaaay

    Actually this makes me want to puke.

    I'm not convinced by the sexy women in an ad to buy something, I buy things based on logic and facts. If the company's wasting money on sexy models, they're not spending money on making the motorcycle a high quality bike.

  • VitaViator

    I LOVE, LOVE, LOVE!!! this idea. EXCEPT: why are the male models not as attractive as the female models? Either do away completely with the objectification of women or equalize the male standard. It's not exactly a move towards feminism to compare "average men" to ridiculously stylized depictions of women who are designed specifically to normalize the un-average woman. If sexuality-based marketing is the intent, then please portray the men equally as objectified overly-sexualized models (e.g. Antonio Sabato Jr. circa 1995). If that's not the intent, then don't portray scantily clad examples of either sex. HINT: women also like motorcycles and have been able to earn income and buy into the materialistic market for decades--when are you going to start marketing to us?

  • Kat ThebigGun Super-Honcho

    because they are not Models. they are the staff from the dealership.

  • Daughter2

    Right! Show me a sexy man not a man trying to look like a sexy woman. Beefcake instead of cheesecake. (Did that make sense?). I am sending to my gay friends who might think differently than me. It was a kick to look at though.

  • V Tyree

    11 14, 2013 Good day! FYI: Can not stop laughing... May you be HAPPY and well. Also, sell a ton of motorcycles... Cordially, Virginia P.S.: Thank you for the post.