“Roll Your Own”. The New Harley-Davidson Campaign To Break The Stereotype Of Who Rides A Harley-Davidson

Today, Harley-Davidson  Motor Company debuts “Roll Your Own,” an integrated marketing campaign that evolves the company’s efforts to break the stereotype of who rides Harley-Davidson motorcycles and how they ride them. “The new work shows there is no one way to ride a Harley,” said Dino Bernacchi, U.S. Marketing Director at Harley-Davidson. “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.” The new campaign features a series of :60 and :30 broadcast ads, print ads, online advertising and social content. Also as part of the campaign, fans and riders are encouraged to share their “Roll Your Own” experiences across Harley-Davidson’s social channels using #RollYourOwn.

Showing the unique ways people ride a Harley-Davidson is just part of how the company celebrates rider individuality. The other unique way is how riders personalize their Harleys. This spring U.S. dealers will compete in a bike build-off battle with the Harley-Davidson® Street® 750 motorcycle being featured throughout the campaign. Bike builds will happen around the country, and in the end, one dealer will ultimately be crowned the “Custom King.” The resulting customized Street motorcycles will roll into all major Harley-Davidson promotions and among the company’s promotional partners, including UFC® and ESPN X Games.

14 Responses to ““Roll Your Own”. The New Harley-Davidson Campaign To Break The Stereotype Of Who Rides A Harley-Davidson”


  1. 1 garagedog Mar 4th, 2015 at 7:18 pm

    Hey Guys, if I’m the only one here that can’t do a donut standing on the pegs then I’m a sis, but that impressed the hell out of me. My dad told me he could do an “8” on his foot clutch pan. Said you do an O and flip the bars – never saw him do it but he doesn’t bullshit, he still gets out and rides at 82.

  2. 2 John Mar 4th, 2015 at 8:37 pm

    I like that commercial. Always liked doing wheelies on my Shovel and still do one every once in a while on my 03 Dyna at 62.

  3. 3 Badams Mar 4th, 2015 at 10:28 pm

    Rare Breed guys pulling full wheelies on 900lb full baggers for 300 yards down the PCH coming out of Neptunes Net. They left that one out.

  4. 4 Rodent Mar 4th, 2015 at 11:14 pm

    There use to be bagger wheelie contests in front of a Laughlin Hotel during the River Run some years back. That was about the only thing that made going to Laughlin worthwhile.

  5. 5 nicker Mar 5th, 2015 at 12:03 am

    Well, donuts in a parking lot at 0 MPH …. no risk there.
    Now backing it into a corner at 50MPH and leaving a patch on exit….. that’s risky …. not to mention way more impressive.

    -nicker-

  6. 6 Hillbilly Jim Mar 5th, 2015 at 10:39 am

    In my younger days I could stand on the seat of my Sportster and do a wheelie. Not sure why I stopped.

  7. 7 Zipper Mar 5th, 2015 at 11:06 am

    Most of the riders I see on HD’s are Geezers like myself except they ride 1000 lb. Harleys with rocking chairs on the back. ..Z

  8. 8 bent valve Mar 5th, 2015 at 11:07 am

    Let’s see, time frame runs from a Knuckle to a Street 750. The MOCO knows how to play to every interest and rider. I think their ads are some of the best out there.
    BENT

  9. 9 Drew Mar 5th, 2015 at 11:30 am

    Has made me a good living for 40 years with LOTS of fun on our off days too.
    Great Commercial!!

  10. 10 JohnnySpeed Mar 5th, 2015 at 11:32 am

    These commercials are hilarious. Showcase the .00001% or people who might actually ride a bit to sell to the suckers as consumable “freedom” and “uniqueness”. The fact that people fall for this tripe boggles my mind!

  11. 11 Blackmax Mar 5th, 2015 at 5:31 pm

    Nobody & I do mean< NOBODY does marketing better than H-D !!!!
    Hell, you could write a doctorate on it & it's influence on American culture.
    (I'm sure that if I thought of it, it's already been done !!!)

  12. 12 07NESS Mar 5th, 2015 at 5:43 pm

    They forgot to mention that you need to spend 5 to 10k for reasonable performance to do any of these things !

  13. 13 Seymour Mar 5th, 2015 at 11:08 pm

    this is you.. you are *wild*! right? LOL

  14. 14 1550tc Mar 7th, 2015 at 5:13 pm

    great video BUT too bad hd didn’t just hire this guy

    http://www.jasonpullenstunts.com/

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Cyril Huze