HARLEY-DAVIDSON GENUINE MOTOR PARTS & ACCESSORIES

This campaign provides a case study in the use and abuse of obnoxiousness. The ad shown here is obnoxious, but in a good-natured way. It works because “guys who tie sweaters around their necks” have no special claim on our sympathies. We all have some obnoxious qualities and need to vent them from time to time. This ad channels such impulses into the purchase of genuine Harley accessories. Another ad in the series leaves us cold because it falls into out-and-out boorishness. Its tag reads: “The world is filled with suffering and injustice. Now let’s go out to the garage and install some chrome nut covers.” The ad is teetering on the brink, and the body copy shoves it over: “There are few worthier causes than building the ultimate custom. Give generously to your bike.” So it’s funny that some people’s misery prompts others to give generously? One is inclined to answer this ad’s oafishness by saying, “Pick on someone your own size.”Agency

Youngquist/Marcoccia, Sausalito, Calif.

Client

Restoration Hardware, Corte Madera, Calif.

Creative Director/

Copywriter

Pat Marcoccia

Creative Director/

Art Director

Wes Youngquist

Photography

Daniel ProcterAgency

Carmichael Lynch,

Milwaukee

Client

Harley-Davidson,

Milwaukee

Group Creative Director

Jim Nelson

Art Director

Hans Hansen

Copywriter

Eric Sorenson

Photography

Joe Paczkowski/

Madison Ford

Production

Tom Holler