# Budding Rebel Ads The Harley-Davidson Hand-Picked by the Establishment Campaign is Anarchistic By Meghan Young | Published 2012-01-31 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/harley-davidson-hand-picked-by-the-establishment References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/01/harley-davidson-motorcycles-headmaster-board-corner/) & [mccannworldgroup](http://www.mccannworldgroup.com/) The [Harley-Davidson](https://www.trendhunter.com/trends/harleydavidson-moshtribute) 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](https://www.trendhunter.com/trends/hollywood-breakfast-club) 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. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 59% | Activity: 27% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### 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. ## Related on Trend Hunter - [Status Quo Defying Campaigns](https://www.trendhunter.com/trends/made-to-be-still.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Free-Spirited Rum Commercials](https://www.trendhunter.com/trends/rum-commercial.md) - [Disruptive Hairstyling Campaigns](https://www.trendhunter.com/trends/the-lab-of-life.md) - [Heritage Brand Boot Ads](https://www.trendhunter.com/trends/well-worn.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md)