Triumph Motorcycles is bringing together 16 models from its “Modern Classics” range for a new global campaign designed to be both cinematic and nostalgic, but also fresh and modern.
Devised by Newcastle upon Tyne agency Drummond Central, which has been the brand’s lead creative agency since 2022, the activity aims to cement the Triump’s leadership of the category and reaffirm its place in culture following its record-breaking sales in 2024.
Claimed to be Triumph’s most ambitious campaign to date, the activity was 11 months in development and produced across three weeks on six US locations.
A two-minute film, directed by award-winning Nick Dean, marks the launch of the campaign, celebrates the idea of momentum: respecting the past while constantly moving forward. More work will be revealed over the next few weeks.
“True Originals Never Settle” aims to capture the brand’s spirit, pushing the limits of performance and technology to create motorcycles that apparently do not just move riders, but move the industry forward.
Triumph global communications manager Andrea Friggi said: “True Originals Never Settle is more than a campaign line – it’s a reflection of who we are as a brand and the riders who choose Triumph.
“This work captures the essence of what makes our Modern Classics so special: authentic, crafted and constantly evolving. It’s the most ambitious creative and production undertaking we’ve ever done, and the results speak for themselves.
“Drummond Central has helped us build a platform that not only celebrates our heritage, but pushes it forward – creating something that feels truly global, timeless and unmistakably Triumph.”
Drummond Central creative director Kev Hughes added: “Triumph’s Modern Classics have this incredible duality – they carry decades of heritage, but they’re always pushing forward – and that became the heartbeat of our creative vision.
“Every frame needed to move, to feel alive, like there’s an energy humming beneath the surface. The result feels raw, crafted and genuinely true to Triumph. It’s movement as a mindset – and that idea runs right through every shot.”
The film will run across paid and owned social, supported by a suite of films and stills for use across multiple markets. The work will also feature prominently in Triumph dealerships worldwide, designed to establish a unified creative presence across every touchpoint.
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