Harley-Davidson bows first crowdsourced ad

Publish Date: 
Feb 17, 2011

Harley-Davidson has debuted its crowdsourced ad on YouTube and the spot will begin running on cable TV this week as well, with print ads to follow.

“No Cages” is the product of H–D’s relationship with Boulder, Colo.-based ad firm Victor & Spoils. The firm specializes in crowdsourcing – solicting ideas from consumers as well as advertising professionals.

The spot introduces the HD1 factory customization program. The idea came from a Kentuckian, Whit Hiler, described by Evan Fry, Victors & Spoils' COO, as a "passionate amateur."

"‘Cages’ is a concept that comes out of the motorcycle lifestyle ... typically it meant no cars. But the crowd and Victors & Spoils took ‘cages’ and made it more about liberation from your boring life,” Harley chief marketing officer Mark-Hans Richer told Ad Age. “We liked that expansion of the idea -- it started with an insider motorcycle idea and they did a great job of finding a bigger idea. ...We think it validates our new creativity model, which is centered on sourcing ideas from customers or consumers through Victors & Spoils. We showed this work at a dealer show in Orlando and global dealers were high-fiving and [saying] it's terrific.”

Watch the new ad on YouTube:

Posted by Holly Wagner