The new darling of advertisers everywhere
From the small office in the back corner,
near the water cooler

July 1st, 2007

There is no doubt the humble motorcycle is experiencing a wave of popularity and acceptance across all sections of society. Our riding brothers of yesteryear who were at best judged and at worst actively discriminated against could only watch in amazement at how beloved bikers and their machines have become.

Benchmarks to realize just how well-liked the motorcycle is can come in a few ways. Certainly the increasing number of bikes on the world’s highways is the most obvious indication with every year in new motorcycle sales exceeding the previous one. But a far more interesting and entertaining gauge would be the presence of the two-wheeled wonder in the media universe. We’ve written about the increasing amount of television shows featuring motorcycles and have obviously documented the movies released in early 2007 which used bikes as their story vehicles, so to speak.

What could be more indicative of the rise of two-wheeled popularity than advertising guru’s using motorcycles to make the product of the moment cool by association or even flat-out selling to the non-riding consumer.

Clutch and Chrome carried the story about Suzuki producing a series of television commercials capitalizing on the company’s successful motorcycle line to help promote their automobiles. Surely you’ve seen the guy and girl swapping a jeep for the bike, both racing up and down some beautiful California roads.

Even before that, another car company had a woman driving a minivan with two young children in the back picking up a biker on the side of the road after he ran out of gas. The kicker to this commercial being the scruffy, dusty biker was in fact her husband.

It’s a real thrill to see something that is such a personal passion being used to sell a range of non-motorcycle products to the non-biker segment of society. Probably from feeling like you’re in the know on some kind of inside joke. Although all of us riders have taken the steps (and face the accompanying inherent risks involved in riding) to chase our motorcycle passion simply because we want to, it’s nice occasionally to have everyone look enviously our way.

However, becoming a darling of the media can be a double edged sword, leaving bikers recalling the old adage of being careful what you ask for. A recent commercial has me wondering if its amusement or indignation that I’m feeling over our noble steel steed being used to promote a particular product.

The commercial is beautifully shot and surely has every watching biker wish they were the ones riding on the television as a group of bikers make their way through scenic, empty country roads on a gorgeous day. The director even has a hot little number who’s filling her car with gas watch the bikers ride by with a sexy grin every male dreams of getting. The whole feel of the commercial has the biker and production quality of anything to come out of Harley-Davidson themselves.

It’s just about this point the commercials husky, macho-sounding announcer gets to the product that’s being pimped, er pushed. Then the product comes on the screen.

Male diapers.

Okay, they don’t call them male diapers but ‘Serenity Male Guard’, the product shown on screen as the riders come to a stop and take off their helmets revealing themselves as older riders.

Even though the products cover of cool has clearly been blown at this point the advertisers try to keep whatever’s left by having the announcer say the tagline as it hits the screen.
 

‘Protect yourselves guys’. Sure the older riders have to face and deal with whatever medical conditions age may have brought on, but to bring our rebel-without-a-cause motorcycle into the world of men’s diapers may be over the line. But what makes this rider even more frightened that the standard (albeit quickly slipping) has been set, and it isn’t necessarily what products are destined to follow, but the fear that a powerhouse endorsement or branding like Harley-Davidson is on the horizon. It’s not out of the realm of possibility! Who would’ve thought the great HD would brand beef jerky? In case you missed it, that product came out last year. Experts everywhere have acknowledged the riding crowd is trending older, and because life only goes in one direction that group can only age more. So would an enterprising motorcycle manufacturer try to brand male diapers? Sorry, male guards.

The Serenity Male Guard. This was definitely not covered as essential riding gear during my safety riding course.

And if so, would they chrome them? Maybe add racing strips, flames or even a skull?

Maybe I'm way off base here and this could be the new Viagra. When that drug first came out users were embarrassingly discreet about taking it. Now however, its as easily dropped into sexually charged conversations as a comment about owning a waterbed and lava lamp.

The male guard could help Ironbutt records and make those long treks to motorcycle rallies easier and more relaxing.

Cynically though, I'd have to say 'I don't think so'.

I see nothing good coming out of this.

Certainly a lot of humorous material, but besides that nothing good at all.
 

The Editor 

Past Editorials

July 18th
The only thing missing is an engine
The day this editorial is being written, aside from the motorcycle deaths and endless riders who insist on trying to outrun law enforcement at triple digit speed, no notable news stories have crossed the desks of Clutch and Chrome. Although both types of stories are tragic in their own particular way, we have long decided to run neither for a variety of reasons.

June 23rd
Fixing political mistakes with good old fashion biker sense
It was the best of times, it was the worst of times. Charles Dickens opened his novel ‘A Tale of Two Cities’ with that seemingly contrary sentence. Even though the famous British author wrote his contemporary stories during England’s Victorian Era, the sentiments could be about bikers in Anytown USA, here and now.

April 25th
Stereotype or Savior. What will motorcycles be for the struggling drivers?
The recent news story about the general attitude of road-users in Connecticut surprised many around the Clutch and Chrome offices. Not because the general feeling was drivers didn’t like bikers. No, we’re used to that.

April 10th
Welcome to our new home
Sure it may look like we've knocked out a few walls or something as extreme as adding a whole new wing, but its amazing what a little bit of paint, some well-placed plants and a new set of curtains can do.

March 20th
American Idol, frontier of biker's rights?
So American Idol’s Queen of rock is gone. Long live the queen. This editorial is being written the day after Amanda Overmyer was asked by the viewing voters to hop on her Sportster and ride off into the graphically-enhanced, blue back-lit Fox sunset.

March 5th, 2008
Thankfully, life isn't a bumper sticker
The bumper sticker, whose quick phrase put a smile on drivers faces or could solve any of life’s problems, seemed to infect every car on the road with its humor, wit and thought provoking slogans has become a rare sight in recent years.

January 11th, 2008
Throwing names into the Dunce Cap
With Clutch and Chrome’s Best and Worst of 2007 just recently published, the morning meetings which ran into afternoons and occasionally finished over drinks are still fresh in everyone’s minds around the office. It’s not surprising then to read every news story that finds it’s way onto the pages of Clutch and Chrome with an eye to what will be nominated, and possibly win next years awards. But who would’ve thought that just ten days into the new year we’d not only be reading, but for some possibly living, a shoo in for Dumbest motorcycle moment of 2008?

January 2nd, 2008
Riding one big bottle-rocket into 2008
Like trying on a new pair of jeans in one of those trendy boutique clothing stores with too many younger shoppers looking on, we find ourselves awkwardly in a brand new year wishing it would fit better and the whole episode just didn’t feel so weird.

December 20th, 2007
Like looking in a mirror
One of the biggest ironies must be that of the holiday season and the biker.
In many ways, your average rider has so many similarities to the big man and his magical visit that children the world over look forward too.

November 29th, 2007
Santa Claus and Cynics
Who needs any reindeer or the silly red suit? Okay, maybe the suit isn’t so silly and surely enough bikers will tell you that well insulated Santa attire is just what the bike-doctor ordered for your upcoming local and possibly cold Toy Run. It even looks good when you make the local paper and for some, it’s the rare occasion a color other than black can be worn while riding.

November 2nd, 2007
Facing down destiny with a Podcast
The road ahead is lit by sunlight streaming through dark, looming storm clouds. It’s not just the turning of the season bringing a chill to the heavy lying air. Bikers are riding across the Great Plains of life straight towards a menacing storm front, stretching for as far as the eye can see.

September 25th, 2007
Trying to ignore the sound of crashing celebrities
So it had been weeks in the making, between the first few thoughts, organizing them into some kind of order and then typing it all out. Everything was looking great. It was a deep introspective into our riding world, what bikers are facing, possible consequences and most importantly how we as a group will face them.

July 24th, 2007
What every biker has in common with Brad Pitt
It’s not often that Clutch and Chrome has the opportunity to share common interests with world of gossip, stars and glamorous Hollywood.

July 1st, 2007
The new darling of advertisers everywhere
There is no doubt the humble motorcycle is experiencing a wave of popularity and acceptance across all sections of society. Our riding brothers of yesteryear who were at best judged and at worst actively discriminated against could only watch in amazement at how beloved bikers and their machines have become.

June 11th, 2007
Riding gear, new look and life lessons
I know, I know, certainly a lot of road to cover in one trip, but it has been two months since the last editorial so it’s understandable having a lot to write about.

April 3rd, 2007
Our big screen biker brothers.....
After nearly a year of the first inklings the demonic motorcycle daredevil would burst onto the big screen, and a shorter six months of build-up for the all-star comedic biker-buddy movie, both Ghost Rider and Wild Hogs are quickly fading into movie history.

March12th, 2007
Perfection over passion
Although this editorial may at first feel the furthest from motorcycles and the people who love to ride them, I’d ask for indulgence and patience while we go around the houses eventually getting to the point.

February 2nd, 2007
The fresh smell of fines in the air
The first month of the New Year is still fresh in our minds and already the world of riding is greeted with gainsaying.

December 26th, 2006
Why Bikers are dogs
Admittedly it’s a loaded and possibly inflammatory headline, open to a range of interpretations. But before all the female readers have their heads fall off from nodding in agreement with much enthusiasm, don’t jump ahead of me.

November 12th, 2006
Politics on Two Wheels
Just when you thought there would be a sanctuary from the endless stream of political reporting, electoral Monday morning quarterbacks and analysis of the analysis which picked apart the original analysis, here’s an editorial which should be about motorcycles but instead references the mid-term elections.

October 23rd, 2006
Riding with a bullseye on the back
There are always signs. This editorial isn't about the ones that stand on the side of the road which help various vehicles navigate the endless roads of this great country.

September 20th, 2006
Changes and perspectives
It's always a hard making a decision for change, with the degree's of difficulty usually corresponding with how much it impacts your life.

August 19th, 2006
Two sides Of the Worlds Coin
A quick informal survey around the cyber-office has all the staff of Clutch and Chrome admitting the same thing. Everyone is crazy about motorcycles. Sure some may lean, if you'll excuse the pun to one kind or even one brand of bike, but all in all if it's moves, is motorized and has two wheels, we're interested.

July 26th, 2006
Life is like A sharp blind curve
I always find the best friendships are those built on complete understanding and upfront honesty. Certain buddies are quite happy with riding once a month while others look forward to weekly mini-excursions. Being the easy-going biker types and not pushing anyone for more than they're willing to give has our circle of friends happily wearing smiles and enjoying life.

June 16th, 2006
Limited run only!!! Tragic news and moral outrage
The last week just goes to show that any type of momentum, regardless of how strong it may appear is stoppable and maybe even reversible. But before we get to the conclusion, lets baby-step our way through the connecting dots.

May 1st 2006
Looking back, glancing forward
It’s been just over three weeks since Clutch and Chrome has been ‘live’ on the internet. That is, according to the official launch date and schedule the Clutch and Chrome staff was working with.......

April 1st 2006
A note from the Editor
I’m honored to be the first to welcome you to Clutch and Chrome, a website devoted to news, information, facts and figures about motorcycles for those who love to ride them.......