Hot from Carmichael Lynch, comes the new spot for Harley-Davidson's Dark Custom Bikes. Not sure if this is supposed to be an attempt at a strictly viral campaign or a strategic use of raw looking footage to specifically target the audience and show the raw power of this new bike. Virally, it's a huge miss but for the latter it was a huge success. The type of detail seen in this spot could be easily overlook or dismissed amongst a diluted viral market. When brands are so quick to be viral sensations overnight, they loose the very fundamental principal that has made viral videos instant sensations--unpredictability. Yes, viral hits are unpredictable at best. There is no planning or strategy, they just stick. They connect with an audience and it spreads like wild fire. But getting back to the spot at hand, harley and carmichael lynch clearly demonstrate a great understanding for their audience and it shows in the details.
We next see michelle kwan on crack (and steroids) slapping the body builder in the face as a pre-lift psych up. Then the audience is revealed the product. Yet, unlike most bike commercials, this motorcycle spot doesn't film a bike running down a long stretch of highway with nothing but clear skies and open road. It's being bench pressed. A clever display of product placement where the bike is the accessory rather than the focal point, yet it still comes across as the star. Once the body builder completes the feat and the roadies gear up for the gatorade bath, we see the spot sign off with a perfectly thought out metal sign hanging from a door. Initial thought; this is more than a sign. It's a statement, much like hotels where patrons can request privacy, harley and carmichael lynch clearly request a privacy statement for these bikes; "tough rides alone."
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