2012 Harley-Davidson Motorcycles
During the premiere of the fourth season of FX’s Sons of Anarchy, which had record-breaking viewership, Harley-Davidson launched its 2012 “No Cages” advertising campaign with a new commercial.
Harley calls the humorous commercial “Liberation,” which “adds to the portfolio of creative developed as part of Harley-Davidson’s crowd sourcing strategy, introduced last year.”
The highlight of the commercial attached above is the power of the new Twin Cam 103 ci engine that for 2012 arrives standard on all Touring and Softail motorcycles, and select Dyna bikes.
Mark-Hans Richer (Harley-Davidson Chief Marketing Officer) says: “We are uniquely able to use crowd sourcing for all of our major creative because of the passion and advocacy of a broad customer base all over the world. This process has helped to liberate the creativity of our most passionate of fans.
“This latest effort builds upon our momentum as the on-road motorcycles market share leader in the United States, as well as our leadership in sales to young adults, women, Hispanics and African-Americans and the growth we’ve made in international markets.”
Like previous No Cages creative, crowd-sourcing partner Victors & Spoils shared the Harley-Davidson creative brief broadly online, and the best idea was further developed and the creator rewarded. In this case, the idea selected for “Liberation” came from 30-year-old film maker and visual content creator Benjamin Swan of Sioux Falls, SD, who believes that collaboration breeds creation. “An idea lacks dimension until it is looked at from different sets of eyes,” said Swan.