Harley-Davidson: One Day

For men in their 20’s, the desire to own a Harley - the quintessential symbol of freedom, is mostly just an expensive dream, with the hope to some day
buy one.

The problem with “some day“ is, that life gets in the way;
A job, a girlfriend, perhaps kids…and the responsibilities that come
with it. And so the Harley gets pushed back even further.
Until one day, it may just be too late.

The Harley dream is the center of the communication idea - without once
even showing the product. 

The time element of “some day“ is the key messaging: 
make your dream of owning a Harley come true before it’s too late.
To hell with the consequences. 

The campaign was very successful. Sales picked up significantly