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Old 03-05-2015, 07:31 AM   #1
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Video Harley challenges stereotypes

Its not just about bandanas and chaps you know

HARLEY-Davidson is aiming to challenge perceptions of the brand with a marketing campaign that shows riders doing wheelies, burnouts and jumps.

A video posted yesterday one YouTube also shows Harleys flat-tracking, hill-climbing and ice racing.

In scenes vaguely reminiscent of Ducati’s grammatically confusing ‘Scrambler is self-expression’ campaign, the video opens with some Harley riders sitting in a storm drain, showing how individual they are.

The campaign, called ‘#RollYourOwn’ and packed with Twitter handles, also features broadcast and print ads in the US, plus social media activity.

Dino Bernacchi, Harley’s US marketing director, said: ‘The new work shows there is no one way to ride a Harley. The new creative is about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice.

‘Through consumer-generated content, we’ll spotlight how professionals in performance sports such as flat-track racing and hill climbing are taking Harley-Davidson motorcycles right to the edge.’

Harley and Ducati aren’t the only firms that now seem intent on selling us a life as well as a motorcycle. Anyone with a passing interest in BMWs may have noticed it's now impossible to visit the German firm’s website without being exposed to its two-minute ‘Make life a ride' video.

‘Life is not a Highway,’ a man’s voice tells us with alarming emphasis. ‘It is a road made of intersections, twists and turns, created by nobody else but you.’

What would we do without them, eh? Just ride motorbikes, probably.
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