BMW Motorrad has released a new promotional video to highlight the firm’s new G 310 R. The video was filmed in Brazil, and as we reported recently, BMW Motorrad will begin to produce the G 310 R in Brazil, along with other models to meet local demand.

In the promo, starring Chris Northover, we follow his leisurely, but exhilarating day, as his narrative evokes the emotional connection to riding. His day begins in an urban environment, which he easily escapes to enjoy the performance of his Beamer, as his friends partake in downhill long boarding.

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Clearly, the ad is targeted at a younger demographic, but it also speaks to those whom feel youthful at heart. Too, Northover discusses the recreational nature of motorcycle ownership, conveying premium motorcycle ownership as an acquisition in the pursuit of passion, rather than an almost obligatory acquisition for mere transportation purposes.

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Check out the video yourself, below.

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