Harley Davidson Parts and Accessories: Softail

Your bike says who you are. Start telling your story with Harley-Davidson Genuine Motor Accessories today.

Agency: Carmichael Lynch, Minneapolis, USA
Creative Director: Brock Davis
Art Director: Brock Davis
Copywriter: Tim Gillingham
Illustrator: Kate Asleson
Executive Creative Directors: Andy Clarke, Jim Nelson
Published: March 2007

18 comments

Bundy Agency's picture
Bundy Agency
597 pencils

i preferd the stuff from a couple of years back made out of the parts, but this tells a nice story aswell

roman-schwienbacher.com's picture
roman-schwienba...
1021 pencils

i agree, but still nice, even if the visual is not that catching.

jennywhx's picture
jennywhx
1142 pencils

nice concept, but they purposely make it look so unattractive?

pixelbomb1's picture
pixelbomb1
2555 pencils

i like the stories behind them. cool concept. different approach.

Sincerely,
Arnold Santillan
714-206-2459

Barbz's picture
Barbz
93 pencils

nice!

Prof's picture
Prof
1453 pencils

Superb art direction, beautiful concept. I applaud those responsible.

Quite really.

San Pateste's picture
San Pateste
139 pencils

ta weno.

shaft_drive's picture
shaft_drive
273 pencils

unfuckingbelievable. really. this is amazing, because i am trying something similar, and can appreciate how difficult it is. Hats (and much else) off to the illustrator. Kate Asleson - great work.

Spanky's picture
Spanky
4898 pencils

reminds me a lot of a campaign a brazilian newspaper did several years ago. the words made up the visual.

hang-the-dj's picture
hang-the-dj
1262 pencils

The perfect blend of art direction and copy. Very nicely done people. Some cool little insights in there too.

kandi's picture
kandi
204 pencils

Horrible campaign. All these 'words making a visual' sh*t is making me sick. At least do a better job than a teenager with the illustration if you really have to.

bright rhino's picture
bright rhino
118 pencils

A little insight into the art direction: I chose the bike angles and, aside from myself, had regular people with no illustration training, each create a bike by writing down thoughts, words, stories, etc.. that pertain to their lives. Much like the way one would write in a journal, or doodle on a piece of paper. The bike angles were purely used as rough guidelines. I wanted the creation of the images to feel accidental and uncontrived, so that it appears the people doing the writing don't know they are drawing a bike. First and foremost these people are putting their lives down on paper, secondarily the bike image emerges. The more that is written down, the more that a visual begins to form. We strived for imperfection in the creating of these visuals. I think in the end we were successful. The look is intentionally amatuer, rough, organic, spontaneous and untraced. There have been many ads where people use words and type to make a visual. But it is always intentional and contrived and in most cases, typeset. Here, I wanted the words to accidentally make the visuals. That's why none of the sentences are written down to find the curve of a wheel, or the detail of the hand brake. Imperfection is very difficult to achieve.

pixelbomb1's picture
pixelbomb1
2555 pencils

So, how did you do it? I always look at ads and break it down how it is done. did you have them write stories and scan them have a real bike and paste them on top on a layer? sweet! you kno - Minnesotta accent. (FARGO)

GOOD JOB. I like the commercial too.
http://adsoftheworld.com/node/6136/play

It's bright and sunny O'clock. love that!

Sincerely,
Arnold Santillan
714-206-2459

bright rhino's picture
bright rhino
118 pencils

I gave them black and white photos of the bike angles. They did all the handwriting on tracing paper placed over the bike images. The hard part was getting them to write down their thoughts while resisting the urge to precisely trace the bike. A couple of the bikes had to be redone several times because they began looking too traced. It was a fine line, because the bikes need to be identifiable enough for client approval, yet obscure enough to feel uncontrived.

hang-the-dj's picture
hang-the-dj
1262 pencils

That is exactly why I love it, it's not just some cheap visual pun or throw away forced association, there is some real though and insight behind it. Rare these days.

Well done Rhino, you are bright indeed.

Spanky's picture
Spanky
4898 pencils

that's a nice thought. but i don't think anyone is going to get that without being told.

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