05/01/2008 07:28:33 PM 
(6) 
(6) - Nelson Mandela is a terrorist
- Jet fuel prices set to make air travel a luxury item
- Fed rate cut does nothing to change Wall St. sentiment
Basically, doom and gloom all around.
Then there was this Harley ad, which offered a contrary point of view.
It reminded us that America is a strong nation and it's bounced back from tough times before.
It took the long view and reminded us not to be fearful with the simple statement:
"We don't do fear"
Some might say this irresponsible, but I say it's brilliant to seize on the moment and offer a counter point that's so true to the brand and its ridership.
It's brave and gutsy, just like the brand.
I don't have the ad, but there's a taste of it on the Harley web site.
Posted by Ed Cotton
Share / Bookmark:
Brave Harley Ad
The Harley ad isn't 'brave' at all. No brand shows 'balls' when they extend their brand personality into advertising copy. This is what they're supposed to do. In fact, it's utterly pradictable. Every marketer reacts to contemporary events with brand-centric messages, if they feel they can profit from it?it's advertising 101, no better.
Posted by Greg Wheeler on 06/03/2008 03:30 PM
The Harley ad isn't 'brave' at all. No brand shows 'balls' when they extend their brand personality into advertising copy. This is what they're supposed to do. In fact, it's utterly pradictable. Every marketer reacts to contemporary events with brand-centric messages, if they feel they can profit from it?it's advertising 101, no better.
Posted by Greg Wheeler on 06/03/2008 03:30 PM
Harley "Gets It"
The "We Don't Do Fear" tagline/header perfectly upholds the Harley brand promise. They are continuing to take a stand and their consumers will reward them fot it. Great stuff.
Posted by red robot on 06/03/2008 04:46 PM
The "We Don't Do Fear" tagline/header perfectly upholds the Harley brand promise. They are continuing to take a stand and their consumers will reward them fot it. Great stuff.
Posted by red robot on 06/03/2008 04:46 PM
Harley? who cares?
"The "We Don't Do Fear" tagline/header perfectly upholds the Harley brand promise. " ?Yes it does. But that's no more remarkable than American Airlines using "We know why you fly". Harley's for rebels! American Airlines is for people who care about their families! Harley isn't 'taking a stand'! They're just faithfully repurposing that brand promise. It's good. It's expected. It's competent but it is not heroic.
Posted by Greg Wheeler on 06/03/2008 07:16 PM
"The "We Don't Do Fear" tagline/header perfectly upholds the Harley brand promise. " ?Yes it does. But that's no more remarkable than American Airlines using "We know why you fly". Harley's for rebels! American Airlines is for people who care about their families! Harley isn't 'taking a stand'! They're just faithfully repurposing that brand promise. It's good. It's expected. It's competent but it is not heroic.
Posted by Greg Wheeler on 06/03/2008 07:16 PM
Harley
It's more than competent; and "heroic" was your word. Fill up your glass, buddy, it's advertising.
Posted by Amber Williams on 06/05/2008 09:30 PM
It's more than competent; and "heroic" was your word. Fill up your glass, buddy, it's advertising.
Posted by Amber Williams on 06/05/2008 09:30 PM
Harley stuff
I did use the word "heroic", that's true. As in, "it is not heroic".You're probably right?the Harley ad is more than competent. It's very good copywriting. You're also quite right saying "it's advertising". I'm just adding that it's ONLY advertising. Most major marketers who care about faithfully projecting their brand to the world are capable of exactly what Harley's agency did here. Again, I just don't see that as taking a stand or being brave. It's very good advertising practice.
Posted by Greg Wheeler on 06/13/2008 01:36 PM
I did use the word "heroic", that's true. As in, "it is not heroic".You're probably right?the Harley ad is more than competent. It's very good copywriting. You're also quite right saying "it's advertising". I'm just adding that it's ONLY advertising. Most major marketers who care about faithfully projecting their brand to the world are capable of exactly what Harley's agency did here. Again, I just don't see that as taking a stand or being brave. It's very good advertising practice.
Posted by Greg Wheeler on 06/13/2008 01:36 PM
It appears you don't have Flash installed.
Hey Ed - I saw that as well. I love the attitude and balls this shows; it's funny how most brands are constantly seeking their emotional hook when in most cases, it's this simple. Harley folks feed off escape and feedom, what a perfect expression. I'm not sure if it has evolved, I truly doubt it, but at one point, their entire creative strategy was 3-letters, "FTW". The last 2 stand for "the world".