Harley-Davidson is aiming to get motorbike enthusiasts to ride out into the “long, golden sweet summer days that stretch out like freeways” and celebrate their love of the open road.
Devised by Accenture Song, the “Answer The Call” campaign is being rolled out across Europe, including key markets such as the UK, Germany, France, Italy, and Spain.
Designed to capture the essence of the prime riding season with long, inviting days perfect for exploring the open road, the campaign invites Harley-Davidson enthusiasts and potential riders alike to embrace the thrill of riding, whether it is upgrading to a new bike, enhancing their ride with new parts and accessories, or stepping into the brand with Harley’s summer apparel.
The campaign’s centrepiece is a two-minute film featuring four distinct riders, each on a different Harley-Davidson model, from the Sportster S to the Pan America.
Filmed in Spain to evoke a European ambience, the narrative is designed to underscore the diversity of Harley riders and the team behind the scenes, including key female creatives in senior roles. Texan voice actor JC Martin lends his voice to the campaign, adding the unmistakable Harley flavour.
“Answer The Call” is designed with flexibility in mind, providing markets with a robust toolkit that spans film, digital, social, print, and point of sale.
Accenture Song creative director Frazer Howard said, “I have always loved working on Harley-Davidson – JC Martin is the voice I hear in my head when I’m writing copy – and this was such a brilliant opportunity to create a rallying call for everyone from current riders to people who’ve not yet set foot inside a Harley dealership.
“The fact that we’ve been able to create such a beautiful, emotive, and frankly huge integrated campaign is testament to everyone involved, whether that’s at Accenture, our brilliant director and production company and our clients at Harley-Davidson, who had our back throughout the entire process. Dream team doesn’t cover it.”
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