Deer in the Headlight

This is a spec piece written to demonstrate the power of storytelling in advertising. The insight is that many motorcycle riders severely overestimate their capabilities, getting away with it 99.9% of the time. It’s that 0.1% that kills them. Motorcyclists are 17 times more likely to die in a traffic collision compared to car drivers. Out of those motorcycle accidents, nearly 30% have excessive speed as a significant contributing factor, while over 36% have a rider error component.

$500 Says You Don’t Know How to Ride

It’s just past sunset on a lazy summer Saturday. Mosquitos are barely beginning their twilight hunt.  To your left, a smallmouth bass, on a hunt of its own, breaks the lake’s surface, creating ripples that slowly distort the day’s final reflections. The lake district has never looked so good.

But you don’t notice.

You’re fixated by the road. By the mesmerizing glow of your headlight that, even at your fastest, you will never catch. Until tonight. You feel like your bike is a part of the road. Your BMW has never felt so good.

You anticipate every twist and turn. 80. Slight pressure with your left foot. The bike responds smoothly through the turn. Roll on the throttle. 90. Straighten up. Slight pressure with your right foot. Again, the smoothest of responses. Hard on the throttle, bike leaping forward as you gamely chase the headlight’s beam. 110. Left, right, left – every corner is yours to embrace. 120. Instinct drives your hands, your feet, your entire body. 130. You have never ridden better.

But the deer don’t notice.

That mesmerizing glow, the headlight beam you’re trying to catch will soon capture prey of its own. A deer mob needs to reach the lake. Your road blocks the way. The sound of your engine attracts their attention. Your headlight holds it. To the deer, nothing has ever looked so good.

But you don’t notice the deer.

With your head down, you don’t see the mob until you’re almost on top of them. Now up to 140, you don’t have much time to react. The arms and legs, hands and feet, so intuitive only moments before have now lost their intelligence. Frantically, your mind races, hunting options to avoid disaster. Brake? Swerve? Both? None? There must be some way out of this.

If only you knew how to ride.

BMW SCHNELL RIDING SCHOOL

Two days of intense, comprehensive rider training, will teach you how to corner safely; brake effectively; anticipate road conditions and avoid the mistakes that lead to accidents.

All in a controlled environment. BMW provides the motorcycles - so you know they’ll be in excellent condition. BMW provides the closed track and paved practice areas. So you know - no traffic, no potholes and most importantly – no deer.

All you need is a full set of protective riding gear including motorcycle boots, motorcycle gloves and your helmet. And some riding ability.

PROVE YOU’RE AN EXPERT RIDER AND BMW WILL WRITE YOU A CHECK FOR $500

The BMW Schnell Riding School is an AMA accredited training course. If you’re an advanced rider and can pass the certification test on the first day, we will refund $500 of your tuition.

Further information with course schedules and registration forms at schnellBMW.com.