A new video surfaced yesterday of World Superbike sensation Ben Spies and the “Ben Spies method” of winning races. The video is much in the same vein of the “Day at the Office” skit Yamaha did with Rossi, Lorenzo, Edwards and Toseland shortly after Rossi’s 100th victory.
The new video from Yamaha improves even more off of the earlier one, losing the corny music and god-awful faux-acting from the Yamaha office employees in favor for Spies simply being Spies—something that makes the lanky, shy Texan adorable and lovable. But more importantly, the video shows that Yamaha is still years ahead of the competition in PR, just as they are with their MotoGP bike.
(Video and more after the break)
The original Day at the Office skit was an instant sensation, with Jorge Lorenzo’s small, minor appearance earning him the title of The Janitor—something that has, in the English speaking portion of the MotoGP world, replaced Por Fuera as the de facto nickname for the Yamaha youngster. There was nothing but praise to be said about the video, and nothing like it had been done before. And now, Yamaha did it again.
The Spies Method is brilliantly entertaining, delightful humor, and outright wacky. Cameo appearances from the four MotoGP Yamaha riders broaden the video’s appeal, with Toseland’s humorous reflection on his ’08 Donington highside standing out. And The Doctor’s appearance at the end is pure genius.
Yamaha isn’t just doing this for fun, though. Videos like A Day at the Office and the Ben Spies Method are invaluable tools in helping draw the new and curious into the sport. Yamaha’s videos may get a few chortles from the veteran motorsport fans, but to those who have never seen a MotoGP race before, they’re still brilliantly entertaining. Yamaha’s work with these videos is PR that extends beyond sponsorships, beyond race attendance, and beyond sales. It’s PR that creates new fans, raises excitement, and gives viewers a chance to feel a deeper connection with the riders. Sure, it won’t help anyone win races, but if that’s all that mattered, then the riders we know and love today would be much different creatures.
