Moto Guzzi Snags Ewan McGregor For New Ad Campaign

Long-time Guzzista McGregor In For New California 1400 Ad Campaign, "My Bike, My Pride"

Moto Guzzi is serious about its new California flagship -- and who can blame them? To get the word out about the bike, Guzzi has enlisted actor Ewan McGregor to appear in a testimonial for the new Moto Guzzi California 1400. Guzzi says it's the first time that a Hollywood star of this caliber has lent his face to a motorcycle manufacturer for an advertising campaign.

Before we cry foul though, it's worth noting that the Scottish movie star is an authentic fan, with several vintage Guzzis occupying coveted spots in his garage for years. McGregor expressed his passion for bikes and in particular for the eagle brand in the movie "Long Way Down" when he stopped at Mandello del Lario between John O'Groats and Cape Town, to visit the Moto Guzzi headquarters for the first time.

A few months later he returned to Mandello for the 2007 edition of GMG (World Moto Guzzi Days). Now, with the new Moto Guzzi California 1400, the relationship gets a good deal closer, with McGregor providing a unique testimonial for the new 2013 ad campaign after having test ridden the Custom and Touring versions of the new Italian cruiser.

To make it even more exclusive, the campaign (entitled "My Bike, My Pride") is set in Western Australia, where McGregor took a break from the filming of his next film, "Son of Gun," to pose for Italian photographer Paolo Zambaldi. Ewan describes the experience:

"I liked the new California 1400 straight away, from the first time I saw it. Then I rode it. It is from another planet... truly surprising! And this is coming from someone who knows Moto Guzzi, if you consider that my ten Moto Guzzis include models like the 1971 V7 Ambassador, the 1972 V7 Sport, the 1974 V7 Eldorado, the 2000 V11, the 2001 V11 Tenni, the 2009 California Vintage with a sidecar... and very soon a California 1400 Custom!"

The "My Bike, My Pride" advertising campaign launched on April 5 in Europe, and carried in the press and on the websites of all the major lifestyle periodicals.

See the video here: