The Harley-Davidson Hand-Picked by the Establishment ad campaign is a call out to all budding rebels in the school system. It plays with the idea of recruitment. Instead of selecting the straight-A students, however, this motorcycle goes for teens with more attitude and street smarts. On a larger scale, it also encourages adults who are already part of the Harley-Davidson family to reminisce about their likely dubious pasts.
Put together by McCann-Erickson's United Kingdom location, the Harley-Davidson Hand-Picked by the Establishment ad campaign centers around images of students serving detention in one form or another. Photographed by Martin Brent, these photos make it clear that each subject has exactly what it takes to become a worthy Harley-Davidson biker.
Key Themes Behind This Trend
- Anarchistic Ad Campaigns
- Exploring unconventional and rebellious marketing strategies in order to attract a specific target audience.
- Youthful Attitude and Street Smarts
- Highlighting the importance of non-conformity and street smarts in appealing to younger consumers.
- Nostalgia Marketing
- Utilizing nostalgia to connect with existing customers and evoke memories of their rebellious pasts.
Where This Applies
- Motorcycle Manufacturing
- Opportunity to develop motorcycles specifically designed to appeal to rebellious and non-conformist consumers.
- Advertising and Marketing
- Opportunity to create unique and unconventional ad campaigns that resonate with specific target audiences.
- Fashion and Apparel
- Opportunity to design clothing and accessories that embody a rebellious and non-conformist aesthetic.
