Harley-Davidson is out to break the stereotypes of who rides its motorcycles and how they ride them with a new integrated marketing campaign titled “Roll Your Own.”

The #RollYourOwn campaign consists of a series of broadcast ads, print ads, online advertising and social media content. The first broadcast of the ads – one shown above – will air during the NCAA Men’s Basketball Tournament, as well as on theCHIVE and Heavy.com, Harley reports.

“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.”

Harley says the new campaign reinforces its dedication to rider individuality in the way customers ride and how they personalize their motorcycles.

Harley is also launching a Street 750 build-off as part of the campaign: “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.”

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.

“Through consumer-generated content, we’ll spotlight how professionals in performance sports such as flat track racing and hill climbing are taking Harley-Davidson motorcycles right to the edge,” said Bernacchi.

Harley’s Roll Your Own Campaign Redefines Perceptions