HOW DO YOU SELL A THREE-WHEELED CANADIAN MOTORCYCLE TO AMERICAN BIKERS?

The Can-Am Spyder has a very specific and obvious problem. It has three wheels. Three wheels make riding the Spyder safer and more stable. But they can also make it seem like a compromise rather than an object of desire. We needed to make this curious-looking machine acceptable to the toughest audience in the world: bikers. Our solution was to position the Can-Am Spyder as an ‘evolution’ in riding. Evolution is better.

CAN-AM SPYDER | CONTRACTUALLY FORBIDDEN

NFL players are contractually forbidden from riding motorcycles. Solving this conundrum became the basis of this film starring New Orleans Saints’ QB, Drew Brees.

DREW BREES CONTRACTUALLY FORBIDDEN

CAN-AM SPYDER | STEVEN TYLER ULTIMATE ESCAPE

To dramatize the fun of riding a Can Am Spyder, we created a celebrity rescue service. For one week, Hollywood celebs could call a special number and get rescued by NASCAR driver Danica Patrick.