Carmichael Lynch Ties Harley's Past to New V-Rod

Carmichael Lynch’s first task in advertising Harley-Davidson’s new V-Rod motorcycle will be to convince the brand’s hard-core enthusiasts that they have not been left behind.

The new bike, which has more power than the company’s traditional bikes and a water-cooled engine, is the Milwaukee client’s first new line in 10 years.

“There’s a lot of people who have strong opinions about [those differences],” said Jim Nelson, group creative director at the Minneapolis agency. “Even though it’s different, there’s a lot of things that make it a Harley-Davidson motorcycle.”

Print ads that break in September enthusiast magazines highlight the V-Rod’s styling and try to link the motorcycle to Harley’s heritage.