Harley Davidson has rolled out a global campaign which inspires its passionate customers to “Live Your Legend”.
The spot focuses on the bond shared between a father and his son and shows how a new Harley Davidson motorcycle can enable riders to create deeper bonds and share richer experiences.
Other ‘Live Your Legend’ ads include snapshots of life enriching moments, as well as the unforgettable bonds of friendship that are developed by riding Harley Davidson motorcycles.
Adding to the campaign, Harley Davidson will curate conversations in social media using #LiveYourLegend and showcase real life stories from Harley Davidson riders.
Shelley Paxton, VP of global marketing, said 113 years of riders experience was behind the new campaign addding that "it's the freedom, the adventure, the bonds and living life on your own terms; that’s the legacy this campaign encourages all of us to pass along."
The fully integrated campaign will roll out globally throughout the year, including activations at South by Southwest and through Harley-Davidson's UFC partnership.
"'Live Your Legend' is designed to inspire a new generation of riders to invest in experiences today that will build a richer legacy for themselves and those around them," Paxton added.