BMW S1000RR featured in bizarre fashion shoot

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BMW is taking a seriously long time to unveil the production S1000RR, the bike we’ll be able to buy. The latest tease is this fashion shoot; coming straight outta Oberschleißheim it features the SBK race machine, a helicopter and a hot blonde model. While we’re enormously excited about the prospect of an unconventionally conventional BMW superbike with a thoroughly unprecedented level of on-board technology, we’re pretty disappointed by these photos.
Not only do they fail to show us one of the most anticipated
motorcycles of the year, the road-going BMW S1000RR, they just do
a plain old bad job of showing the carbon-clad race model.

The S1000RR is a technical wonder, representing the culmination of
everything BMW knows about building a fast motorcycle. In place of
whacky features like horizontally-opposed cylinders, Paralever front
ends and weird indicator switches, this BMW gets an aluminum beam
frame, an inline-four, traction control, telescopic forks and Double
VANOS continuously variable exhaust and inlet valve timing for serious
power and torque across the rev range. What does this mean? Low weight
– thought to be as little as 190kg (wet) and high power — expect not
just 190bhp, but a fat torque curve.

So what does this miracle of modern technology have to do with a crappy
commuter helicopter and a model that clearly can’t ride? We don’t know
and we don’t think BMW does either.

Good fashion shoots — ones that use photography, clothing and people to
reveal something new or unexpected about a product or lifestyle — can
be really cool, helping people understand some hidden relevance that
can sometimes be lost in a list of tech specs or preconceptions.
Unfortunately this one isn’t good and doesn’t accomplish anything other
than some weird photos.

The soft focus that fails to show off the motorcycle, the bad styling
that fails to say anything about the motorcycle, the photographer’s
clear inexperience at shooting motorcycles (all the shots are from the
same angle and the bike’s on its side stand), the bad lighting that’s
resulted in dark photos and both the inexplicable presence of the
helicopter and the failure to use it to accomplish anything; this is
just a bad use of BMW’s admittedly huge budget. At least it avoids using scantily clad women, thus avoided misogynist motorcycle cliches. 

Our favorite photo is the last one. It uses technical apparel
from BMW’s line to demonstrate to potential buyers how the S1000RR
could be accessorized.

We promise to do better when we get the chance to shoot an S1000RR
ourselves, but, at this rate, god knows when that’ll be. Bring the bike
out already!

BMW via 2WheelTuesday

  • Peter Lombardi

    I am in agreement with you 100%, this wasn’t all that well executed, do they hire different photog’s for their car shoots? Because that stuff is usually pretty top notch.

    Oh well, at least it’s damn hard to make that S1000RR not look sexy.

    • Wes

      The photographer is Markus Hoffmann. While it doesn’t look like he’s shot for BMW before this, it looks like he has since, possibly for the S1000RR’s American ad campaign. That’s a bit worrying.

  • thomashenny

    I just wished it was shaft-driven.

  • Design Ronin

    Man, that’s really missing the mark.

  • jody

    id hit it !

  • Ben

    i always thought it was the lack of hi-res pics online. i never realized (until i asked a photog friend) how much better pics can look when shot properly. i didn’t like this when i looked the first time, now i can see why. BMW still tops my list of real-world, semi-attainable (hah!)dream bike (RGS).
    has anybody else been a bit disappointed at the lack of typical beemer tech in their newest, smaller models? i know it’s a price sensitive market, always hoped BMW would find a way to make their technology work, cheap.

  • v

    he’s a fashion photographer..a pretty good one actually…it’s just that he doesn’t have any experience shooting motorcycles and e focused the attention on the model instead of the beemer..and the hely makes no sense..probably the art directors ideea

  • a nazgul

    Not exactly “news” in the strictest sense is it.

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    • Wes

      Indeed, but BMW’s only now bothered to make decent resolution images available.

  • Sasha Pave

    Just a few observations:

    - Is she really riding without a helmet?

    - Is she really wearing a Leatt brace? I know BMW is OEM’ing them, but for the street? Nothing less sexy IMHO.

    - Is she really wearing heels that tall?

    I’m much more impressed when a stylist will take the time to understand the subject and fashion appropriately. And then make it sexy.

    BMW had a few gems with their ‘honest’ campaigns of real riders, but this is taking it in the wrong direction.

    I’d rather see a GS riding next to a cowboy on a horse.

    • Wes

      She’s not riding, the bike is clearly on a side stand and they’ve photoshopped out both the stand and her left leg.

      Neck braces for the street are hot. When I crashed they told me that my neck was broken. It wasn’t, but that was scary. I’d wear one.

      But yeah, all round bad styling that fails to understand the subject. I’d have chosen really cool, unconventionally functional technical apparel, combining both street wear and bike gear in an unexpected way.

  • a nazgul

    i have to agree. as smokin’ hot as she is, i am completely baffled. i have not the faintest clue as to what BMW is trying to say here, or what i am supposed to take away from the whole thing.

  • LADucSP

    so CHEESIE


  • Ben Part

    Oui Beaucoup de Fromage.
    So much money, so little clue.
    Please BMW give me the job next time.

    • doubleoh2

      Yes, I would’ve much preferred to see Katrien up there.

  • Adama

    I think she is a six series Cylon…that would explain a lot.

  • John Q

    i dont know why you guys are calling this so bizarre. Personally i like this better than just a bike in a picture or someone going around a curve on it. Yeah some of the shots are cutting the bike off, but for the most part they are giving more of a visualistic acceptance to this particular item. Additionaly, i like how the company name and brand doesn’t grab your attention and its more about the bike itself. now compare that to most shots of a different bike where its the same format picture and all that stands out is the ‘PLACE BRAND NAME HERE’

  • Adrian

    I think its a great ad .