Yamaha Motor Philippines, Inc. has officially launched “LIVE TO DEFY,” a new brand campaign that underscores its commitment to challenging convention and empowering riders to push beyond limits.
The campaign was unveiled following weeks of cryptic teasers and disruptive visuals across Yamaha’s platforms. The buildup culminated in a large-scale public reveal at SM by the Bay and the SM Mall of Asia Globe, where glitched screens, bold projections, and synchronized light displays transformed the venue and signaled a new direction for the brand.
When “LIVE TO DEFY” illuminated the night sky, brand ambassadors Mika Salamanca and Ruru Madrid took the stage to share how the campaign reflects their own journeys of resilience, authenticity, and determination.
The highlight of the event was the unveiling of Yamaha’s latest model, the new LEXI. The motorcycle was introduced through a campaign film featuring rising boxing talent Eman Bacosa Pacquiao. Anchored on the message “You’re Up Next,” the launch positions the new LEXI as a symbol of steady progress, discipline, and ambition.
