🏍️ Harley-Davidson's powerful storytelling strategy

To understand why this ad is great, you must understand what Harley-Davidson is all about.

Harley’s brand strategy: Harley claims to sell more than motorcycles; it sells a lifestyle. The brand is synonymous with freedom, rebellion, and the open road. This strong brand identity resonates deeply with their target audience, who often see themselves as nonconformists and adventure-seekers.

Attention grabber: The ad’s perspective through a keyhole suggests a sense of intrusion, danger, and secrecy. It creates an intense emotional response, drawing the viewer into the scene.

Storytelling: The ad tells a powerful story without the need for many words. The viewer is drawn into the narrative, imagining the context and significance of the scene.

Message: The ad explains that Czech bikes were used as a symbol of freedom during and after the war, which aligns with Harley’s brand value of freedom. Harley might not explicitly say its products represent freedom - but the reader associates values portrayed in an ad with the company.

When viewers experience intense feelings—such as fear, hope, or pride—they are more likely to remember the ad and the brand associated with it. The emotional impact ensures that Harley-Davidson remains top-of-mind for consumers.

Here’s another nice Harley ad: