Harley Davidson releases a new commercial that is hilarious but also breaks certain stereotypes. To promote its premium electric bicycle the ad showed that cycling can be more fun than they think. It has a surprising end that riders can single enjoy riding coming out from the stereotypes on cycling culture.
The commercial comes in alliances with Serial 1, an HD spin-off company. It builds premium bicycles. While Harley Davidson is a slow-moving company, the Serial 1 is a fast-moving spunky nimble startup. There is no chrome or no throttle, but just electric motor-assisted pedaling.
Additionally, Serial 1 teamed up with Allies & Co and Bash, a production team to create this extraordinary commercial. The short comical film “eBike Guru” shows how a new user can fall for the cycling culture stereotypes. Cycling is often considered an activity for exercise rather than something that can be enjoyed. And this commercial just says that. It is an 8 minutes long video. Below is the video. Greg is a new e-Bike owner and quickly falls for a cycling snob. It is about Kathy having enough of Greg’s antics and then calling e-bike for the helpline. Then the “eBike Guru” comes in the line over the phone and brings a solution to Greg’s problem.
Serial 1 definitely came out of the left field when it launched barely a year ago. Brand Manager for Serial Aaron Frank explained how the company’s status as outsiders in the industry meant that they had to look for clever ways to get their message out.
“The eBike market is crowded and chaotic, and a content piece like this is one way to stand out. We wanted to have a little fun and to take advantage of our status as outsiders in the cycling industry to make some humorous content that could only come from Serial 1. At the same time, many of our mainstream customers are not cyclists and don’t understand that riding a bike isn’t all about suffering. eBikes are the best way to be active, have fun, and explore your world on two wheels.”
It’s not the first time Serial 1 has had a bit of fun in front of the camera. A few weeks ago the brand created a one-off e-bike that looked strikingly similar to the BMX bike from a certain hit Steven Spielberg classic. The beautiful e-bike creation was auctioned off for charity, but not before Serial 1 had the chance to film an epic video with it.