After enduring a wait for the Brammo Empulse R reveal that was so long it seemed a construct of Samuel Beckett, the moment of truth seemed to pass us by far too quickly. While we've comforted ourselves with the thought that there will soon be deliveries and real-world reviews of the sexy electric street fighter, we are certainly relieved to have our Empulse cravings calmed somewhat by the release of a promotional video.

Brammo's advertising budget might not be large enough to repeatedly interrupt your favorite TV show with its vision of two-wheeled nirvana, but its web-based commercial certainly isn't lacking in primetime production values. And though the basic elements are traditional – a boy, a girl, a bike – it all seems to comes together using a simple plot and does what it's supposed to do: make you really want to ride this motorcycle.

If two minutes and 38 seconds of Brammo candy aren't enough for your rapacious appetite, relax. The Oregon-based company has also released a video about the making of its video that's almost 10 minutes in length. Besides a look at all the fancy technical gear and behind-the-scenes goings on, we are additionally treated to an appearance by Shelina Moreda, Brammo's newest race rider and enthusiastic spokesperson. Scroll below to see why we're holding up two thumbs.





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    • 1 Second Ago
  • 27 Comments
      Ford Future
      • 3 Years Ago
      Excellent Work. Great Shots. I'd like more please. More longer riding sequences uploaded. Thanks.
      savagemike
      • 3 Years Ago
      It's a nice commercial overall. Would have been a nice twist if the girl had her own bike, as somebody else mentioned - but OK. Rider looks foolish hanging off like that in the corners though. I see somebody mentioned he's a big-time race rider. OK... I didn't think they'd get the production assistant to just tool around on it. But whoever he is or isn't the ride he is on does not call for such techniques. It just looks foolish. And whether it is a cruiser or a sport-bike if you are out riding around like this then so do you. If you are riding on street in any fashion which would require this then you don't just look like a fool you are a fool.
        Ford Future
        • 3 Years Ago
        @savagemike
        Bantam weight rider, heavy weight bike. And if he wants to put some torque down on a corner, better to be save and lean into it.
          Spiffster
          • 3 Years Ago
          @Ford Future
          scaron is right... its hilarious to see a squid (noob) try to awkwardly lean a bike into a turn... Steve Atlas knows what he is doing, he is adjusting his center of gravity to maximize traction. It may look "foolish", but he's the pro.
          Neil Blanchard
          • 3 Years Ago
          @Ford Future
          It weighs ~470 pounds, so not lightweight, but I wouldn't call it heavy, either. Leaning is fun, and hanging off a bit only makes it more fun. Neil
          scaron
          • 3 Years Ago
          @Ford Future
          huh? you dont turn a bike by leaning more than the bike does, you turn with counter steer. if you see anyone leaning off a bike like this trying to get it to turn they are wasting their energy and they dont realize the real reason the bike is turning is because of the counter steer.
          savagemike
          • 3 Years Ago
          @Ford Future
          Of course you lean. Nobody said "don't lean". You don't need to be hanging off the bike. And if you weigh over 100lbs then there isn't a street bike sold that cannot be easily leaned over at any reasonable pace.
        PR
        • 3 Years Ago
        @savagemike
        They are trying to get shots that are suitable for and advertisement, where it still has the look of a fast bike, not just a commuter bike. They can't have their pro-racer laying down high speed corners on the street, blowing by the camera in a blur. Not only would you get hell from Mothers Against Everything for showing unsafe operation on the street, but the blur as the bike took off past the fat boom-truck SUV would do absolutely nothing for showcasing the product. They are doing their best to show it is a bike that is high-speed cornering capable, and not just another commuter EV. They are doing that within the limits of what the Mothers Against Everything would find acceptable, and within the limits of the filming where they still can get clean images.
      RC
      • 3 Years Ago
      Very cool production. Gotta love they shot this on RED.
      Neil Blanchard
      • 3 Years Ago
      The one odd thing is the rider is shown blipping the twist accelerator *before* finishing buttoning up -- maybe this was done to psyche us out, but an experienced electric biker would know better... I'd own one if I could... Neil
      Campisi86
      • 3 Years Ago
      When this commercial came out (quite a while ago, it must be said), I remember thinking as I watched it "oh please let her have her own bike outside, oh please have her do ANYTHING other than just hop on the pillion..." Lo and behold, the most predictable outcome one could possibly choose came to pass. Oh, well.
        PR
        • 3 Years Ago
        @Campisi86
        Yea, but it will be a long time before you forget that the Brammo Empulse is a 2-up bike, won't it? It is predictable, but it is also successful messaging for a new production e-moto that is the first in it's class to offer 2-up riding.
          Campisi86
          • 3 Years Ago
          @PR
          When did the provision for a passenger become a notable feature of this bike? The entire run-up to the product launch over the last couple years made hey about pretty much every other feature of the bike APART FROM the pillion seat, which isn't even exclusive to the Empulse in this category (Zero has offered optional passenger accommodation on their bikes since the 2012 model year). They took what is arguably the first production electric sports bike in existence, and completely boiled it down to "oh hey, we offer passenger seating too!" That's all beside my original point, though, which was that this commercial was regrettably predictable and unimpressive. Slow riding interspersed with attractive female gearing up, followed by her hopping on the back, cue riding off into the horizon, and bob's your uncle. You know what would have been more on-message? Faster riding, followed by the woman hopping on her own bike to go along. Want to stick with the pointless and random "we have a pillion seat (just like our competitors have had for a while now)" message? Have the guy park, get off, and let her have a go with him on the pillion. That would get the meaningless point across while doing something as relatively groundbreaking as, oh, offering the first production electric sports bike in the marketplace. But why do something different? It's not like the bike is anything novel or interesting. Oh, wait...
      Ugo Sugo
      • 3 Years Ago
      unimpressed, unexiciting and not interested
      Nate22
      • 3 Years Ago
      I would have much preferred actually being able to hear what the ebike sounds like as it accelerates and as it whooshes by. Then kick the music back in.
      winc06
      • 3 Years Ago
      Really? A motorcycle, any motorcycle, as a date machine? And what is the weird knee down riding style, in fashion jeans, on a mild curve at moderate speed. Motorcyclists are gear head, not fashion mavens. Lots to laugh at here. Good ad? Not so much.
        • 3 Years Ago
        @winc06
        ...That's an Isle of Mann team racer in Icon riding jeans. And whats wrong with a Motorcycle date ride? Nothing to laugh at here except you.
        Ford Future
        • 3 Years Ago
        @winc06
        Really? Do you know anything? Dod you know there are cruiser and racer bikes? Guess which one this is?
        PR
        • 3 Years Ago
        @winc06
        winc06 -- This isn't just a Brammo ad. They have partnered with a world-renowned motorcycling gear manufacturer named Icon. Icon has been making reinforced riding pants in denim, and have "over a decade of category experience Icon has lived the reinforced denim life". Every clothing item shown in this ad are Icon products, and while they absolutely are fashionable, they aren't just for fashion. This is serious riding gear for the street. Here is an example of one of Icon's denim riding pants that are "Abrasion resistant Aramid reinforced": http://www.rideicon.com/product_details.jsp?category=3430&id=11967 As for the "date machine" thing. It might look cheesy, but it is actually showing an EV-motorcycle first in action. Until the Brammo Empulse, if you wanted to ride a production EV-motorcycle, you had to ride alone. The Empulse is the first 2-up production e-moto going into mass production. Cheesy? Yea. But you remembered after the ad that it is a 2-up bike, didn't you? And if you are on some ABG blog, and somebody makes some negative comment about e-motos that they all suck because you can't have a passenger, you will remember this ad and call BS. I'd rather see a world-renowned racer like Shaylena Morena speed off on her own Brammo, but that wouldn't have showcased the 2-up riding capability of the Brammo. In the same way, I would have rather seen more of the Empulse driving around than all the zipping of the clothes, but then the clothing wouldn't have been showcased. It's an advertisement, not a documentary. They are showing the products they are advertising. The same goes for the moderate speed corners. There are limitations on how fast you can blast through a corner while still getting the nice clear images you want to show the product. A blur blowing through a corner does very little to showcase the product. Shifting his weight into a more aggressive riding position is done to give the look of faster riding than what they are actually doing. Again, this is advertising, and you fake things for the best image. You wouldn't think that the folks in the Pepto-Bismol commercials would really have cases of diarrhea, right?
      • 3 Years Ago
      Champion Spark Plugs? LOL
        PR
        • 3 Years Ago
        Shelina Moreda is a professional racer who races gassers in AMA Pro SuperSport. She is sponsored by Champion on the gasser side of her racing career. There is nothing LOL about it, she's fast! Brammo is lucky to get some of her professional attention.
          methos1999
          • 3 Years Ago
          @PR
          I can see the humor given the Empulse is a bike without spark plugs...
          stevefazek
          • 3 Years Ago
          @PR
          Checks with zeros at the end tend to do that
          • 3 Years Ago
          @PR
          Come on... It's kinda funny.
      Aaron
      • 3 Years Ago
      "Hi I'm Shaylena Morena, and I'm on the project because I'm a racer..." and you're hot...!
        Spiffster
        • 3 Years Ago
        @Aaron
        That certainly doesnt hurt... she could have the same effect for the electric motorcycle industry as Danica Patrick has for Indy car racing. Definitely a good thing for Brammo.
      2 Wheeled Menace
      • 3 Years Ago
      Yay for advertisements.
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