agingrebel.com
Harley-Davidson has unveiled its new
advertising campaign. The giant brains who are now running the venerable
American motorcycle company have concluded that the reason why the
company’s sales keep falling and its stock is trading at a 52-week low
has nothing to do with its product or its competition.
All along, it has been the advertising copywriters’ fault. But now that’s been fixed.
Harley’s new advertising campaign is, “All For Freedom. Freedom For All.” Wow! Dazzled yet?
Authenticity
“Since 1903, Harley-Davidson has built
motorcycles for one reason: to fulfill dreams of personal freedom,” the
genuine Harley-Davidson press release enthusiastically exclaims. “The
Motor Company’s new brand platform – All for Freedom, Freedom for All –
celebrates Harley-Davidson’s enduring legacy and the pursuit of freedom
that unites all. With a focus on the universal pursuit of independence,
authenticity and the feeling of the open road, the new work is an open
invitation to riders and non-riders across the globe to embrace their
individuality.”
“Universal” means no fat, white guys.
“The new platform comes to life via 30-
and 90-second videos containing user generated and filmed content,” the
genuine Harley newspeak continues. “In the creative, Harley-Davidson
shares moments captured on the open road by riders past and present from
all walks of life.”
But wait! There’s more!
“‘All For Freedom. Freedom For All is
part of our 10-year global strategy to build the next generation of
Harley-Davidson riders,’ said Sean Cummings, Harley-Davidson senior vice
president of global demand.”
Right. Global demand. That’s what it said.
Ready Yet
“As the leader in our industry, we are
on a mission to grow the sport of motorcycling globally. To reach that
ambitious goal, we need to increase our brand’s relevance and inspire
new riders to experience the same freedom that all H-D riders feel in
the saddle. This new work does that by celebrating the passion, freedom
and emotional pull of the open road.”
“Ready to experience the freedom that
comes from riding a Harley-Davidson? Harley-Davidson will help get you
out and build your skills on two wheels in just a few days. The
Harley-Davidson Riding Academy New Rider Course gives you all you need
to get your license and be ready to ride in just a few classes.”
“Offered at select H-D dealers, the New
Rider Course provides you with expert guidance from Harley-Davidson
certified coaches. In the classroom, you’ll get to know the motorcycle
you’ll be riding and learn the basics of rider safety skills. On the
practice range, you’ll build skills and confidence, learning everything
from braking, turning and skilled maneuvers. Best of all, you will be
connected to a growing community of new riders.”
Wow! Who could resist going right out
and spending $35,000 for a 900 pound motorcycle with an EPA app[roved,
126 cubic inch, 47 horsepower engine? And, then taking a three day
course on how to ride it?
The press release doesn’t say whether the biker course comes with a free tattoo.