Harley-Davidson Unveils New Ad Campaign

Harley-Davidson Motor Company debuted the “Roll Your Own,” integrated marketing campaign. Another evolution of 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 is 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. Our friends @The SpeedMerchant have their twitter handle in the video below.

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.

What do you think of this new ad campaign?