Harley Sez "Screw it, Let's Ride."
Monday May 12, 2008
Harley's new ads have been making quite a stir, and if you haven't seen them yet, click on the image for a closeup. The major thrust is, "We don't do fear... If 105 years have proved one thing, it's that fear sucks and it doesn't last long. So screw it, lets ride."
Some are complaining that the ads reveal that HD is out of touch, while others have praised the campaign's boldness. It does seem awfully savvy of Harley to dismiss many of the fears floating around these days, but on the other hand the ads do capture the escapist spirit of riding.
According to Ad Age, the campaign was based on opinions collected from Harley riders at rallies and races; I'm curious to hear what you think.
Photo © Harley-Davidson
Comments
There right on the money. When I get on my loud choppy riding HD, it is the only time I feel like I escape from everything.
I think it’s a great ad. It certainly captures your attention.
Whatever you ride, put some wind in your hair. The HD attitude sums it up!
It’s true! The sky is NOT falling and in a few years all of todays issues and bad headlines will be old news. Who can say what the future holds so lets ride!
I agree, good ad. And let’s remember, while their sales have slipped a bit, they are still making a lot of money and will be around for a long time.
Right On Baby let me hear the rumble !!!
The sentiment and attitude is great….sends a message loud & clear – but I think they should have done it with a couple on a decker…not a “1 percenter”. Who needs the ‘outlaw’ image…but then again it is a Hog and the opinions were those of H-D riders.
Great Ad. Shows that HD is still one step ahead of the competition and not afraid to do some creative advertising.
“Screw it, Let’s ride!”
is THE perfect motto.
The point about fears though, is umm, kinda not taken.
Reason? I was out on a Sportster a few weeks back, and one of the hilly parts said “landslide zone next 4.6 miles” – and I was doing all of it, when it was raining/going to rain!
So, err, the fear was there.
But, Screw it. I just love riding. And the Sportster was perfect foil.
Harey Davidson is a great american co.,this ad captures that perfectly. It also captures the spirit of people who ride them. Anything that pokes a middle finger in the eye of the corrupt doom and gloom news media in this country is great I hope it starts a trend.
Life is too short- Let’s Ride!!
Besides, if you can afford a harley, you can probably also afford to be smug, i am…
Twist it Hard and don’t look back
You have to ride fearless and not have any doubts while you are riding. Doubting your confidence can get you in trouble.I don’t ignore safety however. I ride with safety in mind but I enjoy the ride and don’t worry or have fears while on the bik.I Love the ride; love the escape.
I love the ad. Bout time they get alittle more earthy. Goes along with the attitude that harley riders have and doesn’t it sound like something we actually would say? – not some cutsy, sweetness and light saying. I’m all about WindTherapy. It helps me keep my sanity.
What little I have left.
I don’t ride Harleys, but I believe this ad will work, and increase their sales. Especially to those teetering on the fence right now. Those HD guys are masters of marketing for sure.
Gads! “Eeeww: big mean ol’ Harley is outta touch wi’ my fears! Eeeew!” Goldurn candy-poopered jakinapes! WHO CARES if HD is out of touch with YOUR fears! Frankly, I’m sick of all those fine feathered folk who can’t take responsibility for themselves, so have to lay their problems – and opinions – at the feet of everyone else. Grow up, get a life. These ads are SPOT ON!!!
Great ad, as it will sell a lot of Harleys. A lot of people are worried about the financial picture and don’t want to get an expensive luxury item like a new bike, so this is a direct response saying that the uncertain times are exactly why you _need_ to get one. Buy it today and let the future sort itself out. I’m not a fan of the skullbucket and t-shirt thing, but that’s their image which is what sells HDs as much if not more than the bikes. Course that’s why I ride metric
I spent many years in the advertising industry and in my opinion this is a great ad. It addresses not just the Harley financial concerns but also the broader range of issues, both domestic and international.Perception is reality.
Hell yeah this ad rocks! I dont ride a harley (I have a crotch rocket) but i grew up on harleys. Either way, a rider is a rider and riding is a way of life. From 1 percenters to your casual rider. Nothing matters when riding except you, the bike and the road! So screw it!! and lets ride! i will see you out there!
So HDMC has come full circle. Years ago they wanted no part of the “outlaw image”. Now they are paying millions to draw the weekend warriors back to the mothership. Funny how sinking sales have that effect.
Greetings. I agree that Motorcycling is not for everyone, but those of us who have the desire to “hit” the open road, should do so with abandon. While maintaining a healthy sense of self preservation, i.e., Common Sense, fear is one thing that should Not enter into the situation, in Any aspect of life. Myself, I resolve these issues by simply remembering “I live/ride for HIM”, in everything I do.
Ride Safe; Be/Stay Blessed!
loved the ad, wish i could get an actual print of it. i did print it out from computer, readable but not real clear, great ad
I’m sick and tired of the poiticians and screw the politicians….it’s an election year….that’s all the media has to offer……doom and gloom and politics as usual….SCREW IT…LET’S RIDE!
It should read “fear of the economy sucks!” People have been expressing Harley doom for a long time! Harley is just firing back at them!!! And the comment Harley is out of touch? They have been out of touch with the mainstream for years! Only true motorcyclist understand riding and what it means to have a bike. I have said it before that Harley will still sell 300,000 motorcycles this year! The predictors of doom still don’t understand that! They only know that the news media tells them!
BTW Harley sells an attitude that just doesn’t exist anymore. Walk into a Harley dealer and most potential purchasers will be older than 40 with disposible income. The renegade bikers are few and far between now.
Right On! The news about the war, politics, global warming, economy, and so on, is designed to create fear. Fear Sells. This is a market strategy to line the pockets of a few Do Gooders, Al Gores and Ted Turners and the like. Harley’s attitude is to tune out these idiots, listen to your heart and soul and Ride. Make your own choices and decisions. Screw the World. Ride On!!!
I totally agree with the ad. There are to many out there spewing gloom and doom! Screw it all and lets ride!!!
Hi “Zoom!”
I was in A Harley Dealership today- getting a Quote for a trade-in for my Rebel. I am over 40-actually almost 64 years old- a female, and NO not a lot of disposable income. I DO consider myself a “Renagade Biker! Hope the “Sporty” i’m buying arrives soon! See ya in the wind!
“Mama Lo”
I do ride a Harley, this is one of the very few marketing ideas I like. Most of H-D’s advertising is targeted at people that “wannabe” bikers. This one is good.
Indeed, screw it and let’s ride!
Couldn’t be better said, this ad is genius level.
ok…so, i was a little slow on the ad, however that “CrossBones” the rider is rolling is where my head was…i researched it, check out all of the other markets..and dammit i got it.
now i’m rolling just like that brother on the poster!. Not until i picked up my bike did i see the poster, i thought that is was created especially for me!…lol
Fear?..i get a little anxiety when i’m doing my “walkaround”, but when she’s started, she shakes the ground, and there is no fear….and besides, when is the last time we said “screw it”?
have a blessed day!…ride safe.
This ad goes counter to the rest of the media with their doom and gloom and the sky is falling. There are probably some tough times coming but we are Americans and we have a history of making it through the toughest of times and we always come out stronger because of it. This add represents all Americans who ride and don’t ride and who don’t have a voice to the general public on their feelings about the current times.
our country is in a turbulent time with all that is going on and with all the effects it is haveing on people , those that can “NEED” to ride just to get an “attitude adjustment” to be able to face everyday life …….
53 y.o. Goldwing rider here so hardly a middle finger in your eye kind of guy – I have to say, this is a fantastic ad. Makes me proud to be on the road with the Harley guys. Screw it – lets’ ride!
I ride when I feel like it, I don’t worry about the next guy, put momma on the back, hit the blacktop, and enjoy the purr of my big V Twin. Being retired, I have much time to enjoy my Hog, some days I polish the chrome, others I log some miles. Other days I might be sitting under a tree, fishing pole in hand, toes in the water, thinking about “Screw It…Lets Ride”
Hi Mama Lo! I know you will like the Sporty especially moving up from a Rebel. The wife rides a 2007 Deluxe and loves it! Seems a lot of people talk about Harley quality but I haven’t seen anything but excellent reliability and quality myself. The bike is in the shop right now for the 20,000 mile service with no problems what so ever!
Ride careful on the new Sporty!!!
Harley riders are a bunch of cry babys that are always creaming for their mommies with their loud mouth pipes and thinking that everyone wants to see them and hear them, look at me Mom. Their also cowards trying to look and act like bad asses, just a bunch of want to bes in their clown suits. I’ve been riding for over 40 years and I know very few true Motorcyclist, except maybe in the bike magazines I read. I wonder how many
of the Harley boys are part of the 28%
of riders that read bike magazines. I can’t believe they are still telling them self that their on big powerful machines, what a joke. A 450 Honda can blow their sidecovers off, maybe not the V-Rod. Danny
Whoo-Hoo
Great stuff, what better way to relax, unwind and “ah” at the beauty around us, instead of the negative.
Riding is the only freedom I get, I hurt my back 10 years ago and have a hard time walking, so riding gives me back something that I lost, I come home after riding s new person. Screw it let’s ride! Harley Rocks!
Danny, you are the cry baby, your whole post is nothing but whining, and nobody likes a whiner.
Danny…maybe you should take a crack at an English language / grammar / punctuation course before you try any more rants.
That was a painful read!
Yep – works for me. Except I do. But hell yeah I shouldnt!
Harley – Best looking bikes on the planet. Lower your prices & weight on all models and you will be back in action! Keep em going baby …
A Harley is the true American bike… (although parts and other things come from overseas). The ad is great. When I am not in my crazy run around world and I am on my bike it feels great…
Fear makes for change… so let’s get on with it… lets ride!
PS Danny… the other bikes are for the young boys… HD’s are for those who have arrived at several levels.. it is not always about speed but about the ride.
It’s always about the ride! Who needs therapy, riding IS therapy! What’s there to be afraid of? Keep the tread side down! Ride on!
No guts, no glory. I’m back after 2400 miles in 6 days on my H.D. Ride the wind.
In my experience, “We don’t do fear” is very New Age thinking and I love it! REMEMBER: A good rider is “Careful?” YES! “Caution?” YES “Always do a pre-check before riding?” YES “Always practice your skills?” For sure YES and “Don’t Assume you can be seen by everybody else?” ABSOLUTELY YES! But “FEAR” is a killer!!!
FYI: “Fear” to a New Ager means: F=False; E=Evidence; A=Appearing; R=Real. False Evidence Appearing Real! That can put you down in a hurry.
Ride safe
DANNY???? Have you not heard that old Irish favorite called “Oh Danny Boy”???
I do believe that part of that song says: “Oh Danny boy, the pipes, the pipes are callin’; From glen to glen … etc., etc., Go get an attitude transplant Laddy ‘cuz yours is inexcusable. This is STILL the “land of the free” … SHAME ON YOU!!!
I work for the Texas Department of Criminal Justice and get very little praise from anyone for the job that I do. But, riding my ‘07 “Sporty” to and from work makes it all worth it. I get 50 MPG and have a lot of fun going to and from a job with little pleasures.
Oh Danny Boy, are all boys named Danny pregnant?
Two kinds of riders, those on HD’s and those that wish they were.
later, danniella
This ad is “spot on” and certainly puts into words why I ride. There is nothing better than spending a day in the wind. As a rider who logs nearly 30,000 miles a year (and yes I work full time) I do not have time for fear. I do, however, ride with caution and awareness of the cages around me.
So, mount up and meet me in the wind!
The “Screw it” attitude is what PUT us here. People buying houses they cant afford”SCREW IT”, people running up credit cards they cant pay back”SCREW IT”, people spending money for things they need to get things they want”SCREW IT”. So, when your Harley gets reposessed”SCREW IT”. Ignorance doesnt’ make problems go away.
WoW Im gonna hafta go for a ride now and thats all im gonna say bout that
If anyone believes anything HD says in their ads, then your among the gulliable masses that bow down before the giant black and orange monster. That company has lost the loving feeling it previously had and is now just another big corp that screws the little guy.
Great Ad!!!
Ain’t no feeling like pulling the throttle hard and letting go- all the bllsh** of the day instantly goes away!!!
Go out and Ride!!!!!
I saw a full page Harley Ad in our local paper, recently…I wanted to frame it, but it’s ‘walked off’…I signed on to try and find one I could frame…I love the spirit – truly all American. now, are you ready ?
this admiration comes from a violin teacher, who is afraid to ride motorcycles ! lol I Love America and all of you !
Cool-looking ad. But “fearless twist forward”? Are Harley throttles configured differently than the ones on all the bikes I’ve ever ridden?
It’s twist back, isn’t it? Or just twist? Copywriter not a rider?
I’ve been looking at the bike in the ad. It looks like the primary cover is on the wrong side of the bike. Damn it Harley, have the class have to use a decent photo of the bike. Not some flopped pissant substitute. It has a slap together feel. I do think the moto,”so screw it, let’s ride” is the best part. Spare me the bogus wrapping of the flag. The flopped bike in the ad tells me the look is a bean-counter-committeed creation.
After reading all the comments what else can you say !!! Safe ride
Great ad – Current buzz is that Harley is out of touch with younger generation – don’t want there Dad’s bike – we will see!!
I’m happy with Harley-Davidson’s add . and I would kindly give the middle finger to anybody that tries to piss on such a great company . America made rock and roll and gave birth to a machine that many strive to be a part of worldwide .
The Harley ad gets a simple message across. Simple choice. Simply stated. Does anyone need a better reason to ride? C’mon get on.
SCREW IT Lets Ride.
This slogan is my motto and will be until I cannot do it any more. I still work and I am still working. My wife and I love to ride our Harley’s on American asphalt that we’ve paid for. This is a great country and it’s roads are a testament to our country’s greatness …..Screw Lets Ride, Ride and Have fun
Dana Garlock
Chief Road Captain Ocean State Harley Owners Group.
I do ride a Harley and have for years. I think the add rocks and will be trying to find a copy of it to hang in my shop. I don’t participate in all this doom and gloom crap, i just ride and will continue to do so until the end.
don’t forget its the miles not the model that makes you a biker.
Please advise me on how to get this great poster: Wedontdofear I cannot find it for sale on the website. Thanks, Bill
Yes I like the ad but its not that original. I’ve had a shirt with something similar for years……”Shup up and ride.”