Yamaha Motor PH’s ‘Live to Defy’ promotes defiance, freedom

MANILA: Yamaha Motor Philippines Inc. (YMPH) has created a new campaign that encourages defiance and freedom. 

According to the motorcycle brand’s local arm, the aforementioned movement — called "Live to Defy" — revolves not around reckless rebellion but as a symbol of purpose.

The campaign defined being defiant as “having the courage to stray away from the convention, the attitude to move against the expectations, and the freedom to create one’s path.”

“It speaks about purpose over approval, and the refusal to stand still in an ever-changing world.”

This event — which coincided with the launch of the new Yamaha LEXI— came on the heels of numerous activations seen online and on-site. These include the SM Mall of Asia globe display, a supposed disruption of the company website, billboards getting blued out, and the twibbons worn by vloggers, influencers, and Yamaha Club members on social media.

The company also claimed that "Live To Defy" is more than a refreshed visual — it is a declaration that reflects the brand’s lifelong commitment to pushing beyond conventional limits. It also embodies a belief that freedom begins upon challenging the status quo and a philosophy on redefining boundaries.

Further, YMPH said that the “Live to Defy” campaign acknowledges the bold character of Yamaha customers and reaffirms the brand’s commitment to delivering products, services, and experiences that inspire confidence, liberation, and individuality.

This reinforces Yamaha’s mission to empower riders to embrace their passion, ride with a purpose, and express who they are through unapologetic mobility.

“As Yamaha enters its next chapter, the message of defiance becomes clear. Magnifying attitude and energy, carrying a unified echo of defiance, freedom, rebellion, it dares riders to stand apart, move with intention, and live life on their own terms. "

Leading the campaign launch were Filipino celebrities Ruru Madrid and Mika Salamanca, who personify defiance and freedom.  On the other hand, the lively music was supplied by guest performer Bamboo.

"What you see is a declaration of what, who we are as a brand, and where we are going," YMPH Marketing Execution Senior Section Manager Toni Boi Acuesta said.

This is the next chapter of Yamaha Motor Philippines... Let's live to defy," he added.

Also read:

Digital disruptions stir buzz around Yamaha Motor PH campaign

Yamaha Motor PH comes up strong with latest campaign

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