There’s No Wrong Way to Ride a Harley in New ‘Roll Your Own’ Campaign

Text-heavy ads try to break stereotypes

Harley-Davidson has always celebrated the individuality of the rider, and the motorcycle brand cranks that up in new ads from agency Wolfes LLC. Themed "Roll Your Own," the work tries to break the stereotype of who rides Harleys and how they ride them.

The campaign debuts Wedneday with a series of 30- and 60-second broadcast spots, print ads, online advertising and social content. The ads will air during the NCAA men's basketball tournament, as well as on theCHIVE.com and Heavy.com.

There's a lot of text going on in both the print and broadcast work, with Twitter handles, brief and sometimes cryptic headlines, the #RollYourOwn hashtag and the DarkCustom.com URL.

"The new creative is about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice," says Dino Bernacchi, U.S. marketing director at Harley-Davidson.

See more of the work below.