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.
Stats for Budding Rebel Ads
Trending: Older & Mild
Research: 2,844 clicks in 225 w
Interest: 4 minutes
Concept: Harley-Davidson Hand-Picked By The Establishment
Related: 40 examples / 31 photos
Segment: Males, 12-55
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