Harley-Davidson Spirit. You’re Born With It…

2 Harley ads published in Brazil. What do you think? Advertising Agency: Momapropaganda, Brazil. Creative Director: Rodolfo Sampaio. Art Director: Fábio Baraldi. Copywriters: Adriano Matos, Rodolfo Sampaio. Photographer: Raul Raichtaler. Producer: Paulo Gereissate, Fábio Baraldi.

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31 Responses to “Harley-Davidson Spirit. You’re Born With It…”


  1. 1 Henry Jan 15th, 2012 at 9:05 am

    Nice 🙂

  2. 2 Gunther Jan 15th, 2012 at 9:08 am

    Next year, they show a chinese baby and an Indian kid.

  3. 3 skulltrain Jan 15th, 2012 at 9:09 am

    The first is in BAD taste totally …. the second is OK …. Cant believe the MOCO gave the blessing for the first one though , i know it needs the money but their is a line in the sand!

  4. 4 Greybeard Jan 15th, 2012 at 10:47 am

    Common practice in advertising; if you can’t sell the product, sell the ad.

  5. 5 Alan sharp Jan 15th, 2012 at 11:21 am

    At wot age do you get yr pirate outfit, lol.

  6. 6 DJ Jan 15th, 2012 at 12:17 pm

    Interesting that both those kids are white.. That is not the demographic MOCO is after right now

  7. 7 Matt Jan 15th, 2012 at 12:48 pm

    Although Harley spends most of it’s marketing resources trying to sell the brand rather then it’s motorcycles I find these to be at least refreshingly creative and edgy compared to the usual generic “lifestyle” ads we see in the states.

  8. 8 Andrew Jan 15th, 2012 at 2:55 pm

    So we should associate Harley Davidson with cutting your own umbilical chord (being a badass) and getting tattoos? Sorry, no good.

  9. 9 Sollis Jan 15th, 2012 at 9:12 pm

    spirit my ass , more like social reflection

  10. 10 David Jan 15th, 2012 at 10:39 pm

    Both of these Suck…Like Matt said …they should sell their product but then again they would go out of business. Anyone want to buy a bunch of black tshirts?

    SSDD; David

  11. 11 James McBride Jan 16th, 2012 at 2:50 am

    Very clever ads, nice to see Harley sacking up and taking some chances.

  12. 12 Ron Jan 16th, 2012 at 5:30 am

    I think these are both very good and slightly provocative. Exactly the formula that has made HD the #1 brand in the world for being able to evoke an emotional response across the generations by just seeing the logo. Build a brand that people universally associate with individualism and rebellion and people will buy your stuff because it makes them feel that way. HD sells more t-shirts, lighters and shot glasses then they do bikes and these ads are aimed squarely at brand image because that is what helps them sell everything including bikes.

  13. 13 Doc Robinson Jan 16th, 2012 at 7:29 am

    I’m with Ron, “very good and slightly provocative”. As evidenced by the responses above. I rest my case.

  14. 14 burnout Jan 16th, 2012 at 8:19 am

    Words can’t express what I think. If you could see my face……………peace

  15. 15 barefootjerry Jan 16th, 2012 at 8:46 am

    that’s advertising to sell clothes , addicting mass and make profits .
    nothing else ..

    i can’t feel concerned , seeing these pics .
    not also reading the main text .

    anyway : they are totally wrong : nobody is “born with it”
    For becoming a TRUE Harley Enthusiast : you have to MERIT it .
    and long is the road !

    ( i’ve worked more than 15 years in advertising . this was my first job . )

  16. 16 BobS Jan 16th, 2012 at 9:04 am

    Some companies sell you great bikes, while some companies sell you a reason to still feel good about yourself for buying a bike that doesn’t measure up. I’ve ridden several Harley’s and still like them, but the “lifestyle” has gone so far over the top it’s a turn off now. If they’d just make a 1600 Revolution and put it in a RG…

  17. 17 Luis Jan 16th, 2012 at 9:07 am

    @DJ They are white because those are the people w/ money for expensive motorcycles in Brazil.

  18. 18 reyn mansson Jan 16th, 2012 at 9:11 am

    Interesting that Brazilian print ads are in English?

    I think the tattoo ad is really a good one. I would reject the baby ad on the grounds that it would generate too much negative response, but that’s my estimation of the current America cultural reaction and likely not the same in Brazil.

    Having worked recently as a large HD dealer’s marketing director and having served HD dealer customers for several years, I can say that successful dealers are not selling motorcycles they are selling a lifestyle. Or as I like to say, Buy a Harley, Get a life. It’s not so much brand loyalty based on superior product attributes but rather, “all my friends ride a Harley” and the need to keep your social circle. I have seen so many metric bikes traded in, not in search of a better products but solely because all my friends ride a Harley, peer pressure.

    If you take the competitive product focus in ads, HD will loose that battle. Look at the ads used to introduce the 103 as the new standard motor. The power to pull the doors off pet cages. WOW, really?

  19. 19 Hugh Jan 16th, 2012 at 10:07 am

    nope…didn’t make me want to buy a new bike

  20. 20 Fuji Jan 16th, 2012 at 10:26 am

    I like the Motor Company’s approach reaching out for the child-ish approach.

    Wait till you see our HD billet binky / pacifier [with logo] Ad.

    You will want to choke a chicken when you see it LOL

  21. 21 hk Jan 16th, 2012 at 11:38 am

    yup they nailed it with the second one ,a douchebag kid pretending to have tattoo’s to pretend hes a bad ass that pretty much sums up most biker posers .The first one is dumb ,is it supposed to imply harley guys are tuff rebels ???? they should have had a kid in an affliction shirt wth a dirty harley headband and a vest listening to bad to the bone sipping a low fat latte waiting for a tow truck .
    ha

  22. 22 ray c wheeler Jan 16th, 2012 at 1:27 pm

    Lame ass ad.

    What’s next?

  23. 23 DJ Jan 16th, 2012 at 2:26 pm

    @hk
    Well said my friend.. Bravo!

  24. 24 DJ Jan 16th, 2012 at 2:30 pm

    MOCO has sunk to such a low at this point, there is likley no recovery. They have reduced themselves to selling being a poser. Remember when bikers were the only ones with Harleys and motorcyclists had everything else.

  25. 25 Captain John T. Awesome Jan 16th, 2012 at 8:23 pm

    @hk – Couldn’t have said it better myself and I own 2 harleys.LOL In my own defense I bought them used and the newest one is a ’94. The “lifestyle” is bull used to sell over-priced bikes to accountants and yuppies. Motorcycles and tattoos stopped being badass a long time ago. None of my friends ride harleys and all of them have tattoos. I ride harley’s and have no tattoos….or leather bandanas, chaps or any other ugly junk people tell me I’m supposed to have. When I buy a harley, the first thing I do is de-lifestyle it. LOL These ads just turn me off, not because they are poorly done or offensive in any way, they’re just untrue. I miss the days when a harley was a blue collar motorcycle.

  26. 26 Fuji Jan 16th, 2012 at 9:32 pm

    Captain John T. Awesome And, hk

    STRAIGHT UP !
    ————————————————————————————————————————————
    Where in hell do some riders assume that because you throw your leg over a Harley you have to be rubber stamped in Harley logos.

    I go out of my way to avoid looking like a company stamped fool. One of my biggest turn offs.

    Had more to say but I will spare you for my want of being antimate

  27. 27 Texx Jan 17th, 2012 at 2:07 am

    My guess is that this is just some ad agency that has never experienced what it’s like to actually ride a motorcycle, simply trying re-invent the wheel. The ad executives wives probably won’t let them buy a bike…

    Nobody is “Born With It”

  28. 28 Woody Jan 17th, 2012 at 4:49 pm

    Maybe we need to stop back and just remember they’re just advertising? I like the talking M&M ads, doesn’t mean it’s false advertising or a terrible thing just because they don’t talk in the real world.

  29. 29 Richard Jan 18th, 2012 at 7:16 pm

    I guess the “if you have to ask, you wouldn’t understand” adage applies here.

  30. 30 SadisticMedic Jan 19th, 2012 at 4:26 am

    “I miss the days when a harley was blue collar motorcycle.” -Capt. John T. Awesome

    Amen Brother… I miss the days when blue collar was blue collar. Tired of Yuppie a-holes dressing up as blue collar guys on the weekends while during the week they’re shipping the blue collar jobs overseas.

  31. 31 TexBagger Jan 22nd, 2012 at 9:13 am

    When is the last time you saw a Honda Tattoo? I see Harley Tattoos on a regular basis. Now that’s brand loyalty and love of Harleys.

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