• by Fern Siegel , July 31, 2024

Harley-Davidson is on the road again.

Its new campaign “Answer The Call” is rolling out primarily across Europe, including the U.K., Germany, France, Italy and Spain.

Accenture Song is responsible for the creative, which promotes the iconic American motorcycle. The work spans film, digital, social, print and point of sale.

In the spirit of summer adventure, the campaign invites enthusiasts and potential riders to hop on a Harley-Davidson hog — whether upgrading a bike or experiencing the thrill of the ride.

The campaign's centerpiece is a two-minute spot featuring four distinct riders, each on a different Harley-Davidson model, from the Sportster S to the Pan America. 

Texan voice actor JC Martin lends his voice to the campaign, adding a distinctly Harley flavor.

Frazer Howard, Accenture Song creative director, said: “This was a brilliant opportunity to create a rallying call for everyone from current riders to people who’ve not yet set foot inside a Harley dealership. The fact that we’ve been able to create such a beautiful, emotive and frankly huge integrated campaign is testament to everyone involved. Dream team doesn’t cover it.”

Accenture Song's client work includes Minna Bank, Netflix, Sydney Opera House, IHG and Best Buy.

Harley-Davidson just reported Q2 revenues rose 12% YoY to $1.62 billion, according to MarketBeat. North American retail performance was down 1%, but sales of its more expensive Touring and CVO motorcycles surged 12% YoY. Its 2024 models are seeing soft demand, given the macroeconomic climate, leading to a lowered full-year 2024 forecast.