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. (Colle+McVoy tells us it has "great respect for Harley and its loyal riders" despite the mischievous approach here.) A 30-second version of the ad will air on TV next week, setting the stage for the worldwide reveal of the 2014 Indian Chief at the 2013 Sturgis Motorcycle Rally the week of Aug. 5. Credits below.