ALL ABOUT FRIENDSHIP

JEFFSY

TASK The story revolves around two young boys bullied on their way to school. All looks lost, but with JEFFSY and the Power of Friendship, they overcome their foes, just as the bike lets you overcome your own challenges. The scene reflects the loud, cranked-to-11 weirdness of 80s advertising and is crammed with action. But then, it switches. The tape bugs out, and a shopping channel rolls as the all-new JEFFSY is uncomfortably revealed.



STORY The story revolves around two young boys bullied on their way to school. All looks lost, but with JEFFSY and the Power of Friendship, they overcome their foes, just as the bike lets you overcome your own challenges. The scene reflects the loud, cranked-to-11 weirdness of 80s advertising and is crammed with action. But then, it switches. The tape bugs out, and a shopping channel rolls as the all-new JEFFSY is uncomfortably revealed.

BTW Those retro visuals are more than an effect: The team bounced the film through real VHS tape to guarantee an authentic throwback feel. That's not where the realism stops, though. Shot in Bristol, UK, the alleyway was painted brick red to build a vintage NY-ish atmosphere before a graffiti artist added an 80s backstreet touch. Ever wondered where the name JEFFSY comes from? Based in the Forest of Dean, UK, Jeffsy is a real dude! He'd give you the last slice of pizza, drive you to the airport, and even help you do your tax returns. He's got your back, just like JEFFSY.


Created by: YT INDUSTRIES

Directed by: Theo Watkins

Written by: Andreas John, Markus Flossmann, Matt Doman  

Producers: SHIFT active media

Creative director: Andreas John

STORY The story revolves around two young boys bullied on their way to school. All looks lost, but with JEFFSY and the Power of Friendship, they overcome their foes, just as the bike lets you overcome your own challenges. The scene reflects the loud, cranked-to-11 weirdness of 80s advertising and is crammed with action. But then, it switches. The tape bugs out, and a shopping channel rolls as the all-new JEFFSY is uncomfortably revealed.




STORY The story revolves around two young boys bullied on their way to school. All looks lost, but with JEFFSY and the Power of Friendship, they overcome their foes, just as the bike lets you overcome your own challenges. The scene reflects the loud, cranked-to-11 weirdness of 80s advertising and is crammed with action. But then, it switches. The tape bugs out, and a shopping channel rolls as the all-new JEFFSY is uncomfortably revealed.

BTW Those retro visuals are more than an effect: The team bounced the film through real VHS tape to guarantee an authentic throwback feel. That's not where the realism stops, though. Shot in Bristol, UK, the alleyway was painted brick red to build a vintage NY-ish atmosphere before a graffiti artist added an 80s backstreet touch. Ever wondered where the name JEFFSY comes from? Based in the Forest of Dean, UK, Jeffsy is a real dude! He'd give you the last slice of pizza, drive you to the airport, and even help you do your tax returns. He's got your back, just like JEFFSY.
Created by: YT INDUSTRIES
Directed by: Theo Watkins
Written by: Andreas John, Markus Flossmann, Matt Doman  
Producers: SHIFT active media
Creative director:  Andreas Joh

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RETURN OF THE GOAT II

CAPRA

TASK As we write the next chapter in the unique CAPRA story, the MK3 and its campaign had big shoes to fill. We wanted to take the Goatman's story to new extremes and, to realize it, kicked off the most monumental YT production of all time – Return of the Goat II. With four intertwining stories, two locations, and a pandemic on the loose, this shoot wasn't without its challenges... but we think the result was more than worth it.


STORY This 20-minute short film is a metaphor for the allure of the new generation CAPRA. Its unmistakable design and unmatched performance convert (non-) believers to become part of the herd - a herd of Goatmen. Even a leading operative of the highest political importance cannot resist the CAPRA's appeal, thus playing his part in allowing the size of the herd to grow and spread around the globe. #getgoated

BTW The production is a testament to YT’s dedication when it comes to new releases. Thinking outside of the box and creating next-level approaches to introduce a new bike is part of YT’s DNA; to Live Uncaged and do things differently. The challenges of this production were immense. Coordinating a team of over 200 professionals in the midst of a global pandemic and ensuring safe production conditions on set in Bristol and at multiple locations in Slovenia, required detailed planning and additional safety protocols unheard of until the era of COVID-19. Hollywood star and YT fan Mads Mikkelsen did not let that stop him, as he made the effort to appear on the ROTG2 set between two other shoots to give our film a special finish.


Created by: YT Industries

Directed by: Otto Bathurst

Written by: Andreas John, Markus Flossmann, Matt Doman, Otto Bathurst, Toby Leslie

Creative Director: Andi John

Government Official: Mads Mikkelsen

FBI Leader: Kumbi Mushambi

Sarah: Freya Lund

Danny: Tom Mothersdale

OG Goatman: Markus Flossmann

Agency: SHIFT Active Media

Production Company: SMUGGLER
STORY As we write the next chapter in the unique CAPRA story, the MK3 and its campaign had big shoes to fill. We wanted to take the Goatman's story to new extremes and, to realize it, kicked off the most monumental YT production of all time – Return of the Goat II. With four intertwining stories, two locations, and a pandemic on the loose, this shoot wasn't without its challenges... but we think the result was more than worth it.


STORY This 20-minute short film is a metaphor for the allure of the new generation CAPRA. Its unmistakable design and unmatched performance convert (non-) believers to become part of the herd - a herd of Goatmen. Even a leading operative of the highest political importance cannot resist the CAPRA's appeal, thus playing his part in allowing the size of the herd to grow and spread around the globe. #getgoated

BTW The production is a testament to YT’s dedication when it comes to new releases. Thinking outside of the box and creating next-level approaches to introduce a new bike is part of YT’s DNA; to Live Uncaged and do things differently. The challenges of this production were immense. Coordinating a team of over 200 professionals in the midst of a global pandemic and ensuring safe production conditions on set in Bristol and at multiple locations in Slovenia, required detailed planning and additional safety protocols unheard of until the era of COVID-19. Hollywood star and YT fan Mads Mikkelsen did not let that stop him, as he made the effort to appear on the ROTG2 set between two other shoots to give our film a special finish.


Created by: YT INDUSTRIES
Directed by: Otto Bathurst
Written by: Andreas John, Markus Flossmann, Matt Doman , Otto Bathurst, Toby Leslie
Producers: SMUGGLER
Creative director:  Andreas John

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FAST AGILE SHARP

IZZO

TASK: When we introduced our first short-travel trail bike, we wanted to turn some heads, and in typical YT fashion, we took an unconventional approach. Fast. Agile. Sharp. With a nod to the Katana sword that sparked inspiration for the frame design, the result was an action-fuelled anime serving as a visual metaphor for the precision ride character of the IZZO.


STORY: On his way through a city that combines traditional and modern Japan, our hero IZZO must fight mythical creatures (Tengu, Unknown, and Giant) which he can only overcome with Speed, Agility, and Sharpness.

BTW Did you know that London-based THE LINE Animation is the same studio that produced the anime videos for British band The Gorillaz? Additionally, the IZZO name comes from an expression that we use in Germany when we state something so obvious that no further explanations are needed. Izzo – is so – means something like “it is so!”.


Created by: YT INDUSTRIES

Directed by: Wesley Louis / Alvise Zennaro

Written by: Andreas John


Executive producer: Markus Flossmann


Co Producers: James Duveen (Animation)


Producers: Emmalou Johnson

Creative director:  Andreas John

Produced by:  SHIFT Active Media / THE LINE Animation




STORY When we introduced our first short-travel trail bike, we wanted to turn some heads, and in typical YT fashion, we took an unconventional approach. Fast. Agile. Sharp. With a nod to the Katana sword that sparked inspiration for the frame design, the result was an action-fuelled anime serving as a visual metaphor for the precision ride character of the IZZO.


STORY On his way through a city that combines traditional and modern Japan, our hero IZZO must fight mythical creatures (Tengu, Unknown, and Giant) which he can only overcome with Speed, Agility, and Sharpness.

BTW Did you know that London-based THE LINE Animation is the same studio that produced the anime videos for British band The Gorillaz? Additionally, the IZZO name comes from an expression that we use in Germany when we state something so obvious that no further explanations are needed. Izzo – is so – means something like “it is so!”.


Created by: YT INDUSTRIES

Directed by: Wesley Louis / Alvise Zennaro

Written by: Andreas John


Executive producer: Markus Flossmann


Co Producers: James Duveen (Animation)


Producers: Emmalou Johnson

Creative director:  Andreas John

Produced by:  SHIFT Active Media / THE LINE Animation




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THE HUNT

DECOY

TASK Brought to market in 2019, DECOY was our first E-MTB: a hard-hitting ride with authentic YT genetics. DECOY is a bike for real mountain bikers, not just riders looking to skip the climbs. It's built for sick riding and has been rallied, hucked, and even double-flipped since it first landed in our product lineup. For this launch, we needed an extraordinary campaign – and who else better to fill the lead role than ex-footballer and Hollywood star Vinnie Jones?


STORY Something is stirring in the woods around Loch Lomond in the Scottish Highlands. The locals speak of a creature that is as fast as the wind but has never been seen. Its appearance terrifies the population. Only a fearless hunter is ready to take on the monster.

BTW Did you know that before becoming a Hollywood actor, Vinnie Jones was a football pro from 1984 to 1999? In 1988 he won the FA Cup with Wimbledon United and he was famous for his methods of keeping his opponents at a distance – like for example against Newcastle United’s Paul Gascoigne in 1988. Because of his physical playing style he was nicknamed “The Axe”. Additionally, Angus was played by Rony Bridges who already portrayed a First Order Admiral in the Star Wars movie “The Force Awakens”. In case you didn’t already know and you’re wondering why the bike features a duck logo – the name DECOY refers to a wooden duck that is used to lure real ducks in during a hunt. Just like a decoy, our E-MTB looks confusingly similar to regular mountain bikes and does not stand out among them – until you drop the hammer, that is.


Created by: YT INDUSTRIES

Directed by: Howard Greenhalgh

Written by: Andreas John


Executive producer: Markus Flossmann


Co Producers: Gary Cowan / James Dando


Producers: Laura Smith

Production Manager:  Jess Motler

Produced by:  SHIFT Active Media / Velvet Film Productions

Special Actor:  Vinnie Jones




STORY Brought to market in 2019, DECOY was our first E-MTB: a hard-hitting ride with authentic YT genetics. DECOY is a bike for real mountain bikers, not just riders looking to skip the climbs. It's built for sick riding and has been rallied, hucked, and even double-flipped since it first landed in our product lineup. For this launch, we needed an extraordinary campaign – and who else better to fill the lead role than ex-footballer and Hollywood star Vinnie Jones?


STORY Something is stirring in the woods around Loch Lomond in the Scottish Highlands. The locals speak of a creature that is as fast as the wind but has never been seen. Its appearance terrifies the population. Only a fearless hunter is ready to take on the monster.

BTW Did you know that before becoming a Hollywood actor, Vinnie Jones was a football pro from 1984 to 1999? In 1988 he won the FA Cup with Wimbledon United and he was famous for his methods of keeping his opponents at a distance – like for example against Newcastle United’s Paul Gascoigne in 1988. Because of his physical playing style he was nicknamed “The Axe”. Additionally, Angus was played by Rony Bridges who already portrayed a First Order Admiral in the Star Wars movie “The Force Awakens”. In case you didn’t already know and you’re wondering why the bike features a duck logo – the name DECOY refers to a wooden duck that is used to lure real ducks in during a hunt. Just like a decoy, our E-MTB looks confusingly similar to regular mountain bikes and does not stand out among them – until you drop the hammer, that is.


Created by: YT INDUSTRIES

Directed by: Howard Greenhalgh

Written by: Andreas John


Executive producer: Markus Flossmann


Co Producers: Gary Cowan / James Dando


Producers: Laura Smith

Production Manager:  Jess Motler

Produced by:  SHIFT Active Media / Velvet Film Productions

Special Actor:  Vinnie Jones




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Friendship Redefined

JEFFSY

TASK For the second edition of our All Mountain / Trail bike, we wanted to take the friendship theme from the first JEFFSY campaign to the next level. More than just a superfluous acquaintance, we’re talking about real, deep connections.


STORY None other than Oscar-winner Christopher Walken talks about what really matters in life. An ode to friendship.

BTW Did you know that during his almost 70-year acting career, Christopher Walken has taken part in very few commercials and actually no longer wants to be in front of the camera for advertising purposes at all? Nevertheless, we persisted and slipped him a copy of our script. After reading it, Christopher was intrigued and made an exception for us. On one condition, that the shooting would take place close to his hometown in Connecticut.


Created by: YT Industries

Idea: Markus Flossmann / Andreas John

Written by: Matt Skinner

Directed by: Phil Hawkins

Executive Producer: Markus Flossmann

Produced by: SHIFT Active Media, Indigo Productions

Starring: Christopher Walken
STORY Brought to market in 2019, DECOY was our first E-MTB: a hard-hitting ride with authentic YT genetics. DECOY is a bike for real mountain bikers, not just riders looking to skip the climbs. It's built for sick riding and has been rallied, hucked, and even double-flipped since it first landed in our product lineup. For this launch, we needed an extraordinary campaign – and who else better to fill the lead role than ex-footballer and Hollywood star Vinnie Jones?


STORY Something is stirring in the woods around Loch Lomond in the Scottish Highlands. The locals speak of a creature that is as fast as the wind but has never been seen. Its appearance terrifies the population. Only a fearless hunter is ready to take on the monster.

BTW Did you know that before becoming a Hollywood actor, Vinnie Jones was a football pro from 1984 to 1999? In 1988 he won the FA Cup with Wimbledon United and he was famous for his methods of keeping his opponents at a distance – like for example against Newcastle United’s Paul Gascoigne in 1988. Because of his physical playing style he was nicknamed “The Axe”. Additionally, Angus was played by Rony Bridges who already portrayed a First Order Admiral in the Star Wars movie “The Force Awakens”. In case you didn’t already know and you’re wondering why the bike features a duck logo – the name DECOY refers to a wooden duck that is used to lure real ducks in during a hunt. Just like a decoy, our E-MTB looks confusingly similar to regular mountain bikes and does not stand out among them – until you drop the hammer, that is.


Created by: YT INDUSTRIES

Directed by: Howard Greenhalgh

Written by: Andreas John


Executive producer: Markus Flossmann


Co Producers: Gary Cowan / James Dando


Producers: Laura Smith

Production Manager:  Jess Motler

Produced by:  SHIFT Active Media / Velvet Film Productions

Special Actor:  Vinnie Jones




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Return of the Goat

CAPRA

TASK For the launch of the second generation of our successful CAPRA model, we wanted to create an advertising film that would be fundamentally different from the typical bike industry productions. The goal was to show that the new CAPRA is a special enduro bike, that once you’ve tried it, you can’t go back to riding any other bike.


STORY A creature, half-human, and half-goat is up to no good in the middle of the US. The GOATMAN kidnaps mountain bikers and sneaks them away to his hideout, where he “convinces” them to only ride the CAPRA from now on.

BTW Capra is a Latin word that means goat. Capra Ibex, the mountain goat, is particularly good at climbing and runs like the wind over technical terrain. Exactly what we had in mind in 2013 when we were looking for a name for our new enduro bike. Incidentally, during the press camp in Israel, we actually saw a goat at the airport, and a little later on the Sugar Trail from Jerusalem to the Dead Sea, we met a nomadic Bedouin carrying a newborn baby goat in his arms, if that wasn’t a sign…
Created by: YT Industries

Idea: Markus Flossmann / Andreas John

Written by: Andreas John

Directed by: Mark Jenkinson

Executive Producer: Markus Flossmann

Produced by: SHIFT Active Media / Rogue Films / Sibling / Made by Limbo Productions

Starring Goatman: Ajdin Sefer
Driveway Victim: Addam Bramich
Farmhouse Victim: Jensi Hansen
MTB Victim: Aidan Walsh
Next Guy: Madison Hatch
Featuring: Aaron Gwin, Ace Hayden, Angel Suarez, Bryan Regnier
STORY Brought to market in 2019, DECOY was our first E-MTB: a hard-hitting ride with authentic YT genetics. DECOY is a bike for real mountain bikers, not just riders looking to skip the climbs. It's built for sick riding and has been rallied, hucked, and even double-flipped since it first landed in our product lineup. For this launch, we needed an extraordinary campaign – and who else better to fill the lead role than ex-footballer and Hollywood star Vinnie Jones?


STORY Something is stirring in the woods around Loch Lomond in the Scottish Highlands. The locals speak of a creature that is as fast as the wind but has never been seen. Its appearance terrifies the population. Only a fearless hunter is ready to take on the monster.

BTW Did you know that before becoming a Hollywood actor, Vinnie Jones was a football pro from 1984 to 1999? In 1988 he won the FA Cup with Wimbledon United and he was famous for his methods of keeping his opponents at a distance – like for example against Newcastle United’s Paul Gascoigne in 1988. Because of his physical playing style he was nicknamed “The Axe”. Additionally, Angus was played by Rony Bridges who already portrayed a First Order Admiral in the Star Wars movie “The Force Awakens”. In case you didn’t already know and you’re wondering why the bike features a duck logo – the name DECOY refers to a wooden duck that is used to lure real ducks in during a hunt. Just like a decoy, our E-MTB looks confusingly similar to regular mountain bikes and does not stand out among them – until you drop the hammer, that is.


Created by: YT INDUSTRIES

Directed by: Howard Greenhalgh

Written by: Andreas John


Executive producer: Markus Flossmann


Co Producers: Gary Cowan / James Dando


Producers: Laura Smith

Production Manager:  Jess Motler

Produced by:  SHIFT Active Media / Velvet Film Productions

Special Actor:  Vinnie Jones




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I hate Jeffsy

JEFFSY

TASK Launched in 2016, the JEFFSY was our first All Mountain bike and also our first 29er. This bike is like your best friend, who always has your back and who you can count on when things get hairy. Always there for you and always up for nonsense. Blessed with the usual YT genes, we wanted this bike to open up a new market segment for us. To stand out in a sea of very good products, we needed a controversial campaign that would arouse curiosity. An advert in which someone tells you how much they hate the new product.


STORY A housewife complains endlessly about how much her husband hangs out with his new best friend, he hardly even comes home anymore. Instead, he spends all his time with "that Jeffsy guy". She hates him to the point of boiling blood, while he just swoons over his new buddy. 

BTW Although we were already known for unusual adverts and crazy marketing, this was a new milestone in YT’s history. Incidentally, the name “JEFFSY” connects back to…Jeffsy. The original Jeffsy lives in South Wales, and he’s known among his friends as the guy who is always there for you if you need him. Whether it’s trail building or carrying a new washing machine up a flight of stairs, it doesn’t matter. We are proud that our bike carries his name.
Created by: YT Industries

Idea: Markus Flossmann / Andreas John / Glück Berlin

Written by: Glück Berlin

Directed by: N/A

Executive Producer: Markus Flossmann

Produced by: N/A
STORY Brought to market in 2019, DECOY was our first E-MTB: a hard-hitting ride with authentic YT genetics. DECOY is a bike for real mountain bikers, not just riders looking to skip the climbs. It's built for sick riding and has been rallied, hucked, and even double-flipped since it first landed in our product lineup. For this launch, we needed an extraordinary campaign – and who else better to fill the lead role than ex-footballer and Hollywood star Vinnie Jones?


STORY Something is stirring in the woods around Loch Lomond in the Scottish Highlands. The locals speak of a creature that is as fast as the wind but has never been seen. Its appearance terrifies the population. Only a fearless hunter is ready to take on the monster.

BTW Did you know that before becoming a Hollywood actor, Vinnie Jones was a football pro from 1984 to 1999? In 1988 he won the FA Cup with Wimbledon United and he was famous for his methods of keeping his opponents at a distance – like for example against Newcastle United’s Paul Gascoigne in 1988. Because of his physical playing style he was nicknamed “The Axe”. Additionally, Angus was played by Rony Bridges who already portrayed a First Order Admiral in the Star Wars movie “The Force Awakens”. In case you didn’t already know and you’re wondering why the bike features a duck logo – the name DECOY refers to a wooden duck that is used to lure real ducks in during a hunt. Just like a decoy, our E-MTB looks confusingly similar to regular mountain bikes and does not stand out among them – until you drop the hammer, that is.


Created by: YT INDUSTRIES

Directed by: Howard Greenhalgh

Written by: Andreas John


Executive producer: Markus Flossmann


Co Producers: Gary Cowan / James Dando


Producers: Laura Smith

Production Manager:  Jess Motler

Produced by:  SHIFT Active Media / Velvet Film Productions

Special Actor:  Vinnie Jones




We've embedded content from YouTube here. As YouTube may collect personal data and track your viewing behaviour, we'll only load the video after you consent to their use of cookies and similar technologies as described in their privacy policy