Rebel Without A Clue: Harley Davidson frees all from "cages"

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Harley Davidson Recasts Customer as PETA-Like Animal Activists

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Bikers are rebels, right? At least they’re supposed to be. The “rebel biker as bad-ass” meme pretty much locked itself in when Brando first snapped on a leather jacket back in The Wild Ones. And from there on, all the way to Easy Rider and beyond, that biker image has endured: tough, no-nonsense rebels who roar around like wild cowboys on steel horses. You’ll get less looks getting a tattoo these days than deciding to own your own “hog.”

Now the king of tough guy motorcycles is undoubtedly the Harley-Davidson. Harley-Davidson is an American motorcycle manufacturer that started business in Milwaukee, WI back in the early days of the 20th century. Known mainly for their heavyweight bikes (those over 750 cc) Harley’s were designed primarily for highway cruising.  Without a doubt, Harley-Davidson has one of the most loyal brand followings available and sustains a large community of true believers through clubs, events, and even a museum.  It’s branding Nirvana, which is a far cry from the panic they originally felt in the 50’s and 60’s when they fretted about outlaw motorcycle gangs adopting their machines. These days it would seem their tacit affiliation with the outlaw element is little more than “spice” in the rebel sauce they seem so very desperate to sell.

Recently the brand has embarked on a new ad campaign called No Cages. Now, “cage” (as I’ve since learned) is motorcycle slang for a car or vehicle. Hence, “no cages” means “no cars.” The ever-growing metaphor, of course, doesn’t stop there. The overall image they’re selling is one of rebellious freedom - free of stresses, walls or constraints of any kind, almost by force. “No cages” is right. What’s not to love?

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Biker Baddies: Harley-Davidson is so tough they love...puppies? | Photo 02

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So what the hell is Harley up to in their latest offering under this No Cages campaign? Premiering during the season opener of Sons of Anarchy (not coincidently an FX show about an outlaw motorcycle gang) the Harley Davidson spot shows a young boy playing with a bunch of dogs locked up in cages on the sidewalk in front of a pet store. As we watch, a fairly stud-ly Harley owner pulls up, disembarks his ride and then heads inside the pet store. Soon, he returns with his purchase (or theft, who really knows?) of a handful of leashes. He then takes these leashes and affixes them to all of the grill-doors on the assorted dog cages out front. Then, revving his beast to life our Harley hero roars down the street seamlessly tearing the doors from the cages and instantly sharing the freedom he so clearly enjoys with a handful of grateful pet shop hounds. Did I dream it or did PETA go out and buy Harley-Davidson when I wasn’t looking?

I get the whole extension on the “No Cages” routine but stealing (liberating perhaps?) dogs from a pet store? Really? This is not what comes to mind when I imagine a Harley owner. Should it? I mean the pet store in question even spays or neuters its pets – I know this because they have a huge sign saying so in the ad. Why? Bob Barker says that’s good of course. What does spay and neutering have to with Harley? Does Harley guy agree on that or is freedom more important? Maybe he is actually saving them from that? What would Bob say? Are they rebels? Is that what this is? And what about the small businessman? Is Harley anti-Tea Party? What’s Pet Store Owner gonna do now that his profit margin is running free down the street? What about the dogs? Is Harley guy going to look after them or are they on their own too? This spot has so many weird, conflicting messages I can’t actually process them all.

It gets worse. How far does this “No Cages” line of thinking go? Are we going to see them save dolphins next? Maybe kids in school? How about cubicle workers? Yank the bars off San Quentin? I’m not guessing that last ad will be much of a crowd-pleaser (but even considering it made me pee in my shorts, just a little).  At what point is Harley guy and all his supposed freedom starting to fly full in the face of everyone else?

Look, if Harley-Davidson is all about anarchic freedom then get to it. They can have their guy start ripping down all the bars and codes that constrain us. But don’t act surprised when other guys start showing up at Harley dealerships to liberate a mess of Fat Boys. Freedom is great and all but fair is fair, right?