Harley-Davidson New Commercial. Liberation.

Last year, Harley-Davidson adopted with its new partner in communication “Victors & Spoils” a marketing technique known as “Crowd Sourcing.” Under the principle that collaboration brings creation, Harley-davidson is sourcing new concepts of communication from its customer base. The first commercial produced was named “Cages”. Here is the second one of the series called “Liberation.” The ad storyboard comes from 30-year old Benjamin Swan of Sioux Falls. In this new commercial, the owner of a 2012 Harley FXDW wide Glide 103″ hooks up a bunch of leashes to dog cages and rides off… Dog lovers are going to like it. And you, Harley riders, what do you think?

Zipper's

32 Responses to “Harley-Davidson New Commercial. Liberation.”


  1. 1 Night Train Sep 8th, 2011 at 10:16 am

    love it!

  2. 2 Charles Sep 8th, 2011 at 10:32 am

    Fresh… They’ve been good at marketing same products through the past decades, they still are.

  3. 3 Richard Sep 8th, 2011 at 10:42 am

    Perfect! Harley and Harley owners UNDERSTAND!

  4. 4 Canajun Sep 8th, 2011 at 10:59 am

    I like it!

  5. 5 bigitch Sep 8th, 2011 at 11:56 am

    typical
    depicts the biker as a scofflaw.
    and those who don’t ride bikes or give a shit about those who do will continue to charactorize the harley rider as “the wild bunch”
    i liked it better when they said in their commericals

    ” your not buying a bike, your buying an…attitude!”

  6. 6 Toby Sep 8th, 2011 at 12:21 pm

    The ad works because of the dog on the back of the bike setting his buddies free. “Release the Hounds” metaphor works too. Notice the subtle absence of any traffic that might endanger the dogs running wild. The storyline just skirts that fine line where this would be considered animal endangerment which would sink this ad. The dog on the back of the bike keeps it cute.

  7. 7 Jeff Nicklus Sep 8th, 2011 at 2:42 pm

    Not bad actually ………

    Over & Out,

    Jeff

  8. 8 1550tc Sep 8th, 2011 at 3:10 pm

    I like it…………… they should have mixed this song into the video for the west indies market 🙂

    http://www.youtube.com/watch?v=He82NBjJqf8

  9. 9 Luis Sep 8th, 2011 at 4:21 pm

    Now all i have to do is teach my dog to sit on the rear fender.

  10. 10 Mike Greeenwald Sep 8th, 2011 at 4:59 pm

    All little dogs running now. Big dog is back on the porch and the cat lady didn’t buy a sportster.

    How about an Obama voter edition. You know, broke and and gonna work.

  11. 11 Rob Sep 8th, 2011 at 7:23 pm

    Love the spot–commercial that is. My dog Spot thinks it’s okay, too.

  12. 12 Sportster Mike Sep 9th, 2011 at 1:58 am

    Love the Ad
    There’s a guy here in Southampton England that has a small Yorkshire Terrier in a top box on the back of his Road King.. me I’d want a German Shepherd dog.. but I’d need a bloody big top box!!

  13. 13 Boss Hawg Sep 9th, 2011 at 5:32 am

    Splendid indeed…Ey Mike…How about a “Boehner” Edition…ya know the fake n bake, at least Obama shows his colors.

    Boss Hawg

  14. 14 Brother Tiberius Sep 9th, 2011 at 5:40 am

    The “We Spay and Neuter Here” sign in the background was very subtle and quite hilarious…

  15. 15 J. Gio Santa Mamba Sep 9th, 2011 at 9:02 am

    Bravo !

  16. 16 Mike Greeenwald Sep 9th, 2011 at 9:10 am

    Boss Hawg,
    Either edition will sell as long as the EPA measures the mileage figures on false statements, false promises and puts in the codicile that mileage may vary.

  17. 17 bigalyts Sep 9th, 2011 at 2:39 pm

    ! I think the MAIN underline Story to this Commercial is that the Dogs are Trapped IN CAGES and Cages are Automobiles for the masses.We need to escape out Cages and Buy a HD .

  18. 18 Boss Hawg Sep 9th, 2011 at 4:11 pm

    Mike…

    Love it!

    You are the anal…lytical man!

    Peace Brother.

    Boss Hawg

  19. 19 Smittydog Sep 9th, 2011 at 5:39 pm

    I ride a wideglide i think it is f-ing cool

  20. 20 fuji Sep 9th, 2011 at 5:40 pm

    What’s with a Macho guy doing Wimpy dog in a designer Harley bag on the back of bike and passing up the good looking Chic’s at the pet store. LOL

  21. 21 martin Twofeather Sep 9th, 2011 at 6:22 pm

    It’s great….

  22. 22 Matt Sep 9th, 2011 at 6:26 pm

    What no “Who Let the Dogs Out?” !

    As bad as that one was though this one gets my vote for cheesiest HD commercial. Enjoy =)

    http://www.youtube.com/watch?v=pqmEFUDV_Rg

  23. 23 HockeyPucker Sep 9th, 2011 at 9:25 pm

    Great commercial! I saw the Dogs in the Cages as being trapped, just waiting to have there Nuts cut off so they can live the rest of there lives as submissive house pets. The Harley represents Freedom, Risk and Reward. Way to go Harley! Keep em coming!

  24. 24 ROGUE Sep 10th, 2011 at 8:00 am

    I liked it.
    The fact that I am a dog owner probably has a lot to do with it.

  25. 25 Freedomlaw Sep 10th, 2011 at 4:06 pm

    Lots of fun and humor. I have a sculpture in my office that my brother gave me for my 50th….dog on a motorcycle with a broken chain around his neck. Live free or die.

  26. 26 winterman Sep 10th, 2011 at 5:06 pm

    Sucks! Just another way to get people on a harley or any who should not be on one!

  27. 27 sollis Sep 11th, 2011 at 12:20 am

    Who let the dogs out?

  28. 28 Michael Sep 11th, 2011 at 1:26 am

    SUCKS. -Which takes some effort when you’re showcasing a Wide Glide. Derivative and lacking a sincere connection to core owners. Had hopes that the new agency would exceed the last. The reality is that ad agencies are hired to raise consumer awareness and Harley’s seen record profits over the last two years with by reviving the hardcore image. Farcical pap like is reminiscent of AMF and “Hardley-Ableson”.

  29. 29 Taco Sep 12th, 2011 at 10:18 am

    they do not get it! Still lame and misses the mark with real riders! sad sad sad…

  30. 30 Toby Sep 13th, 2011 at 1:35 pm

    “Harley’s seen record profits over the last two years with by reviving the hardcore image.”

    What are you talking about? HDs profit has been in the toilet. HD Finance still has a boatload of bad debt to carry out over the next six or seven years.

  31. 31 chopperfreak29 Sep 15th, 2011 at 6:06 pm

    Just plain silly

  32. 32 Rosebud Oct 27th, 2011 at 8:39 pm

    Okay…I don’t get it. First of all, this depicts illegal activity. Secondly, the commercial is misleading. In “freeing” all those dogs, they, the dogs, first of all, would not run down the sidewalk in a group, they would scatter in fifteen directions, including into the street, where they could be hit, injured, or killed…and where are they to go once they are “free”? They are clean, healthy, quite obviously, well-trained dogs, so we are to assume that all works out for our “freed” friends. But if they were clean, healthy, well-fed and trained, why are they being turned loose to fend for themselves. In the real world, where would they go? Where would they eat? Where would they find shelter? And the implicit approval that this commercial infers to destroy property and let these dogs loose in the community sends a very confusing message to me. This commercial seems to support the destruction of property, and endangering animals. It seems to say it’s okay to turn them loose in the community. The biker does nothing other than scatter the dogs to the wind…that’s NOT freedom.

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