Yamaha Marine

Giving an iconic brand a new voice

A sharper tone of voice for a category that had forgotten how to have fun.

Marine advertising tends to speak in specifications. After winning the pitch, I led the development of a new voice for Yamaha Marine that spoke more like the people who actually want to get out on the water: confident, direct and not afraid of a joke.

Yeah, regular boats are cool. But have you tried them on mute?

Looking for an adventure? This is your search engine.

Go with the wind. Without depending on it.

It is not rocket science. But now it feels like it.

You do not need a new boat to get a new boat.

It is that easy to make your world a whole lot bigger.

The new system turned product truths into punchlines, giving every engine its own reason to be wanted. All while making Yamaha feel more human, more approachable and far harder to ignore.