The first print publication of the campaign was the February 1972 issue of Sports Illustrated, and by September the creative had run in more than a dozen national magazines, as well as on network television. As noted by Dale Stevenson, Kawasaki’s advertising manager at the time, the approach differed from what other manufacturers were doing. The intent was to broaden Kawasaki’s overall reach on a year-round basis, rather than just seasonally, “and to make the Kawasaki name synonymous with fine motorcycles in the eyes of the general public.” In sum, the goal was to put buyers – and by association Kawasaki itself – ahead of the competition.
In its first year, the “Come Out Ahead on a Kawasaki” campaign consisted of the following:
Television
An average of three commercial spots per week (using a mix of 25% 60-second and 75% 30-second spots) ran on the following programs from March through September 1972:
Sunday Movie | Hockey | |
Cade’s County | ABA Finals | |
Thursday Night Movie | AAU Track & Field | |
Mission Impossible | News |
Magazines
In addition to the television commercials, Kawasaki ran an extensive magazine campaign in the following publications during the same period:
Automotive Enthusiast | Cycle Enthusiast | Men |
Car and Driver | Cycle | Playboy |
Motor Trend | Cycle Guide | |
Hot Rod | Cycle World | Outdoor |
Road & Track | Dirt Bike | Guns & Ammo |
Popular Cycling | ||
Mechanics | AMA News | Special Markets |
Popular Mechanics | Cycle C.M.A. | Psychology Today |
Cycle Canada | Rolling Stone | |
Sports Sports Illustrated |
Motorcycle Dealer News |
Forty-four years ago, Kawasaki’s daring advertising campaign perfectly framed the company’s growing product line, its ambition to excel, and the commitment to put its customers ahead of the pack. And the approach hasn’t let up since, with a huge amount of current product information and other data available on Kawasaki.com.