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Posts Tagged ‘Carmichael Lynch’

"No Cages" Advertising

It’s official.

The first work from Harley-Davidson’s new ‘hookup’ with Boulder, CO.-based crowdsourcing agency Victor & Spoils has debuted on YouTube.  The consumer-created spot was born of a new agency model that H-D adopted after parting with longtime agency Carmichael Lynch last year.

Watch the YouTube video HERE.

Congrats and a shout out to Whit Hiler, the Kentuckian who’d submitted the “No Cages” original idea that is also part of Harley’s HD1 factory customization program in which buyers can design their own rides.

It’s an old and improved formula, but it doesn’t make me want to part with my cash!  Maybe you will?  It doesn’t have that viral feel where people are watching the video and then instantly going to Twitter and Facebook, to start a dialogue.

We live in an “American Idol” and “Dancing with the Stars” culture, where speed to stardom and availability of technology makes about anyone a creative director. And this video has a get it done fast, good enough is good enough look.   In the internet world, where everything happens now, this is anathema.  Everything’s here today, gone tomorrow.  Like a lot of advertising these days, the big idea is lost and the execution is vanilla.  I would have thought that V&S’s multiple years of experience would have vetted out the creative gold-nuggets from the train-wreck incarnate.

This creative spot wreaks of ratings/hits, not quality and has a race to the bottom mentality.  Mr. Richer, isn’t this how Pontiac died?!  Is it time for a mea culpa?  When you contrast how the big middle finger of rebellion helped build this brand and now advertising which has been replaced with me-too imitation…  It’s got to be about the long haul.  Not overnight success, but enduring success.  Forget about genres.  Just be good.

I’m still a fan of H-D, but not for this ad.

UPDATE: February 16, 2011 – Mark-Hans Richer (H-D CMO) told in an interview to Ad Age: “We’re really happy with the way it  [“Cages”] came out…”

Photo courtesy of H-D.

All Rights Reserved © Northwest Harley Blog
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Think Snow Bumpersticker - HD Advertising (circa: 1972-74)

It was a big year for Harley-Davidson as they shifted from downsizing, labor agreements and weathering the recession to now looking forward to growth in 2011.  With freezing temperature and snow falling in many parts of the U.S., I’ve compiled some 2010 highlights to provide you some entertainment as you warm up with hot chocolate:

January
1.    Downtown H-D Renton, WA., one of the northwest dealers named among top 100 (Link: HERE)
2.    H-D reported its first quarterly loss since 1993 (Link: HERE)
3.    H-D announces the new, but “old” Forty-Eight Sportster (Link: HERE)

February
1.    H-D donates 28 new Buell and H-D motorcycles to assist in the earthquake disaster (Link: HERE)
2.    H-D marketing continues to pitch brand with young-rebel-with-tats ethos (Link: HERE)
3.    H-D internal documents indicate 382,000 absenteeism hours in the factories (Link: HERE)

March
1.    H-D promotes danger as Seth Enslow breaks Bubba Blackwell’s jump record (Link: HERE)
2.    H-D dealer (Shumate) in Kennewick, WA., closes under a mountain of debt. (Link: HERE)
3.    H-D CEO, Keith E. Wandell 2009 compensation package becomes public as the $6M dollar man (Link: HERE)
4.    H-D marketing pulls out all stops on innovation and launches Super Ride II (Link: HERE)

April
1.    H-D consolidates motorcycle testing in Arizona Proving Grounds (Link: HERE)
2.    H-D files mass layoff notice with Wisconsin department of workforce development (Link: HERE)
3.    H-D CEO, Keith E. Wandell is “encouraged” as Q1 motorcycle sales revenue declines 20% YOY (Link: HERE)
4.    After 26 years of service Bill Davidson is put in charge of the Museum (Link: HERE)

May
1.    H-D CEO, Keith E. Wandell states in interview that H-D is like GM…a fading American industrial might (Link: HERE)
2.    H-D threatens to leave the state of Wisconsin (Link: HERE)
3.    H-D CMO, Mark-Hans Richer is no man crush of this blog (Link: HERE)

June
1.    H-D launches XR1200 Refresh (Link: HERE)
2.    H-D launches Wii based-game: “Road Trip” (Link: HERE)
3.    H-D at the National Law Enforcement Museum (Link: HERE)

July
1.    H-D opens Hyderabad, India showroom to pandemonium (Link: HERE)
2.    H-D reports Q2 earnings with financial services being largest money maker (Link: HERE)
3.    H-D launches the 2011 model lineup of 32 bikes vs. 38 the prior year (Link: HERE)

August
1.    H-D announces closure of sidecar business which operated since 1914 (Link: HERE)
2.    H-D announces 1-MILLION fans on Facebook (Link: HERE)
3.    H-D sold back MV Agusta to its previous owners (Link: HERE)
4.    H-D announces that after 31 years they’ve parted ways with PR firm Carmichael Lynch (Link: HERE)

September
1.    Erik Buell releases teaser ads promoting a new street bike based on 1190RR (Link: HERE)
2.    H-D gives away free posters of any of their 32 models (Link: HERE)
3.    H-D under threat of moving out of state announces ratified 7-year labor agreement (Link: HERE)
4.    H-D “spins” the fact that massive branding efforts result in a 24% brand value decline (Link: HERE)

October
1.    H-D reports Q3 earnings with motorcycle sales declining 7.7% worldwide and 14.4% in the U.S. (Link: HERE)

November
1.    H-D management “negotiates” with Kansas City plant to accept a new labor agreement or we’ll leave state (Link: HERE)
2.    H-D turns down a $25M tax credit deal by Wisconsin State (Link: HERE)

December
1.    H-D never disclosed a $2.3 BILLION deal with Federal Reserve (Link: HERE)
2.    H-D announces first ever “Crowd Sourcing” for new marketing ideas (Link: HERE)

Photo courtesy of H-D.

All Rights Reserved © Northwest Harley Blog

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Communication technology and digital media have transformed almost every sector of society, altering the way we express ideas, participate in public debates, connect with others, entertain ourselves and define our identities.  The implications of the digital age are profound

And for the past 31-years, Minneapolis-based Carmichael Lynch has helped build the Harley-Davidson brand through innovative ideas in advertising, digital and public relations.  You may not know the agency, but you’ll remember their “Screw It, Let’s Ride” campaign which inspired people to get out and ride independent of what the economy is doing or what the pundits tell us.  In addition they developed the more recent award winning Harlista campaign which resulted in an 8.2% increase in share of motorcycles among Hispanic targets and a 615% increase in web traffic to the Hispanic section of the H-D web site.

But the relationship is no more.  The two companies have what the Tiger Woods divorce attorney’s might label as “irretrievably broken” as the two companies parted ways this week.

Clearly Carmichael Lynch wasn’t satisfied with a smaller lead advertising role and “resigned” as H-D’s new strategy has been moving away from a singular consumer agency and instead is working with several creative agencies like McCann, VSA Partners, Davie Brown and others.

In an era when relationships are measured in “internet time” the fact that this agency has been able to successfully maintain a client relationship for so many years and produce quality, award winning creative against many odds stands for something in my book!

Photo courtesy of H-D and Carmichael Lynch.

All Rights Reserved © Northwest Harley Blog

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