Harley-Davidson made this super simplistic ad that takes us out of our dizzying day-to-day lives.
It’s shot from the point of view of someone riding on a motorbike. As he weaves in and out of some foggy streets, a Siri-like voice is giving a list of commands. It spouts phrases like “buy shoes, check followers, order food”. As the ad goes on, the voice gets more aggressive. It starts telling the man to stay inside, take his phone everywhere and to not engage his mind.
As the voice gets louder, he drives faster. The rising sound of the engine drowns it out and he takes a moment to breathe. Inside his helmet, all he can hear is the sound of his own breathing and the purr of the engine. Riding a motorcycle is an activity that’s virtually tech free. You literally can’t check your phone whilst your riding, so Harley-Davidson look to remind us that their bikes can offer a break from the overwhelming smartphone dominated world of 2020. It shows us that there is a haven away from all the noise and the stress of modern life.
Harley-Davidson|Breathe|Ads and Promos
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