CHICAGO Laughlin/Constable emphasizes riders' sense of unity with Buell Motorcycles in a new advertising campaign.
The Milwaukee agency created a television commercial that will play on cable from the week of Aug. 4 through mid-September. "Own the corners" replaces "Different in every sense" as the tagline, an agency representative said. The spot is intended to trigger an emotional response in motorcyclists who consider cornering the best part of a ride.
The effort includes print executions that are appearing in the September issues of Playboy and in motorcycle enthusiast magazines including Cycle World and Road Racing World.
Buell is a Milwaukee-based subsidiary of Harley-Davidson.