“Don’t wait until the time is right to live your dream. Live your legend. The time is NOW” is the theme of Harley-Davidson newest global marketing campaign: “Live Your Legend.”
The first commercial in a series – which features the new Harley-Davidson Low Rider® S motorcycle – focuses on the bond shared between a father and his young son. Other ‘Live Your Legend’ ads include snapshots of life-enriching moments, as well as the unique and unforgettable bonds of friendship that are developed by riding Harley-Davidson motorcycles. Harley-Davidson will launch the new campaign this evening March 17 during the NCAA Men’s Basketball Tournament.
“Generations of Harley-Davidson owners inspired the ‘Live Your Legend’ campaign,” said Shelley Paxton, VP Global Marketing and Brand. “For more than 113 consecutive years, riders have told us what they experience on Harley-Davidson motorcycles. It’s the freedom, the adventure, the bonds and living life on your own terms – That’s the legacy this campaign encourages all of us to pass along.”
Critical year for Harley. If in 2016 they don’t gain serious traction with youngsters and women, their units sales are going to go down the tube.
Coming back from Daytona. True story. Front of my hotel morning chatter with 2 baby boomer couples. Both couples were there without their HD touring bikes sold a few months ago because they felt too old to ride. They attended Daytona Bike week just because they continue to enjoy being around bikers and bikes…Are we going to a situation where in Sturgis & Daytona we will have a high percentage of ex bikers sitting in rocking chairs front of their hotel lobbies? So sad.
Get rid of the kid and the narration and get a rider that doesn’t look tiny on that bike and they might have something there. The Lowrider S is a gorgeous bike and this is the first time I’ve seen it look awkward with someone on it.
I like that ad. It was my parents’ enthusiasm that got me riding all those years ago.
As we age, we need to adjust to getting older. I owned three Electra Glides in a row. After my wife couldn’t ride any longer, I moved to a RoadKing…Presently I”m on my second RK. I wonder “what’s next” for me as my riding habits evolve and as my physical ability diminishes. A softail, a sportster, a street or a trike??? Maybe two bikes would work…a small one for “transportation”…a larger one for trips??? A beginners bike that could be the stepping stone to a larger bike; or in my case, the other way around. I believe Harley has me covered either way.
That’s a solid ad. I think my boy might finally be old enough to go on the back with me. He’s fascinated by the bike though.
History repeats itself. There WILL be a next generation. Like we were ever the only riders in the last 100 years plus.
My daughter is 19 now…. has been riding on the back with me since she was 5. She rides a dirtbike now.
I mostly like the Lowrider S (still not an FXR), however this ad does not grab me.
………. Domino Dave ……….
Lame. Will appeal maybe to riders, but rather not to non riders, who might feel they’re being used for marketing purposes.
I like it. Nice bike, strong father -son bond. Positive message. I can see that kid riding when he grows up.
It’s normal for HD as category leader to promote riding (and not much specific to the Brand, other than the legend reference). But with HD losing share I don’t know why to buy a Harley vs. something else and almost any motorcycle could have fit in this commercial. For HD to appeal to younger, new riders they need more than reminding everyone about their legendary status and more about better motorcycles that will truly appeal to this segment which has eluded them for years. So, the spot has an nice sentiment and maybe, HD believes they’ll get more than their fair share of new riders, but continuing to rest on their laurels and their history is a big gamble. And, yes, why does that rider look sort of small on that Street which is already a small frame motorcycle?
Oh, maybe that isn’t a Street bike but the Low Rider S? Either way, the guy looks too small on it for some reason. Odd choice of casting.
At age 4 in 1961 my Dad had an old WLA he had traded a jeep for. He took me for a ride I remember it vividly because I got shocked by a plug wire and burned my leg on something hot. But everyday since that day I went to bed thinking about motorcycles and woke up thinking about motorcycles. Dad has been gone for almost 25 years because most hard partying bikers don’t live to be old men, but if he was still her I would shake his hand and say”thanks for the ride Dad”.
If I have to explain you wouldn’t understand.
Anything harley does to bring in the youth works for me. At least something is being done. A good start,
i hope they are serious this time. Too bad harley quit pursuing dirt bikes in the late 70’s , they would have the loyalty already.
Seen it, Like it !!
H-D better keep it up or lose more market share
After messing around with some Honda’s and Kawasaki’s in the 70’s (and even an Allstate scooter from Sears, Roebuck in the 60’s), I bought a used Fatboy on 1/4/95. I was in my mid-40’s. I heard then that if Harley doesn’t capture that next generation, it’s a goner. Somehow, and despite predictions, Harley is still chugging along. Sure, some years are better than others. When you are selling what for most is an extravagance, you aren’t going to sell as many when the economy has a hiccup.
With the prices on Harley’s reaching such lofty heights, you could have a problem of a large size if as predicted this next generation of Americans is the first to see their standard of living decline from that which their parents enjoyed.
I think one of the challenges with Harley, although they’ve “sort of” addressed it with this commercial is that you always see “old” people on them – me included at 56. When I see Buick pitching it’s products to the 25 – 35 crowd, I think this is who HD should be pitching too. Keep up with what you are doing HD, you’re certainly on track.
Anytime the sportster fires up my son always rushes out to see , I cant say that about my Sport bike, He’s even said he doesn’t like the sound of the sport bike. at 6, he’s got discerning tastes
They have to keep the brand relevant.
Hey, they dropped “Screw it let’s ride”…now that’s innovation!
Hey Taco – I hated that campaign. Childish is what came to my mind when it came out as it did nothing but foster the bad boy image without creating a clear advantage over other makes.
New campaign works to create a family values and bonding rather than the outsider approach.