In 1981, business wasn't looking so great at Harley-Davidson. The company's bikes—legendary as they were—had been struggling to climb from an industry-wide slump created by Japanese makers flooding the market with cheap brands.
The mixed martial arts franchise Ultimate Fighting Championship has never been in such fighting form. Since it was founded in 1993, it has become an established part of the sports mainstream (it's now bigger than baseball), as adrenaline-hungry fans around the world have flocked to its signature blend of violence, athleticism and entertainment.
Discovery Channel has partnered with an iconic American brand for its new scripted miniseries, Harley and the Davidsons, but it's not the one you would expect.
Riding a rough road of sluggish sales and decreased demand, iconic motorcycle brand Harley-Davidson has issued requests for proposals in a review of its global agency needs.
[UPDATE: Harley-Davidson has clarified that the brand was not involved in the production of this spot. "Although we love his work, we were not actually the client. We have contacted his studio and we were told that this work was purely a promotional entry for the Young Directors Award," a Harley rep tells us. Original story below.] In this two-and-a-half-minute branded film from Germany, a despondent salaryman strives to reconnect with his "inner child" and find meaning in his dreary, white-collar life. Though the theme is familiar, the visual storytelling (there's no dialogue) is strong; "Inner Child" won this year's Cannes Lions Young Director Award for Best Web Film on behalf of director Andreas Bruns.
Having spent decades building an iconic motorcycle brand that once symbolized youth more than any other, Harley-Davidson has spent the last decade focused on bridging the generation gap between loyal boomer customers and new millennial fans.
It's not uncommon to hear hyperbolic talk at upfront presentations, but when Discovery Channel president Rich Ross talked about reaching for the moon at the network's presentation in New York Tuesday, he meant it—among the shows Discovery Channel announced is Lunar XPRIZE, tracking a competition among teams working to land a craft on the moon (preferably, Ross said, live, and i
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.
Anyone who has lived next door to a motorcycle owner knows that "Harley-Davidson" and "sleep in heavenly peace" rarely go together. But this special holiday video for the brand creates a clever exception. In a clip called "The Sound of the Festive Season," U.K. agency Big Communications uses a Harley to play the notes of "Silent Night." The agency tells AdFreak that the entire idea was created, sold and executed in just 72 hours. Credits below. Via Best Ads on TV.
Iconic motorcycle brand Harley-Davidson is taken down a notch in this fun, simple new spot for Indian Motorcycle, which takes a hard left three-quarters of the way through. Great use of Willie Nelson by Minneapolis agency Colle+McVoy, for whom it must have been fun taking some lighthearted shots at a brand famously advertised for three decades by crosstown shop Carmichael Lynch.