Harley-Davidson releases 'soothing' meditation track

15 August 2018

Creative Agency: 303Lowe (NSW)

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Because nothing relaxes the soul like the rumble of a Milwaukee-Eight engine on a 2018 Softail Street Bob.

Forget waterfalls, forest noises and whale calls, nothing soothes the soul like the rumble of a Milwaukee-Eight engine.

That’s the promise of a new campaign by one of the world’s noisiest motorcycle brands, Harley-Davidson.

The new spot uses a guided meditation track where the only instrument is the metronomic sound of a Harley ticking over.

AdNews took up the Harley meditation challenge and found it disturbingly relaxing.

That’s probably because 303 MullenLowe Sydney and Sonar Music used ASMR (autonomous sensory meridian response) recording techniques designed to elicit a relaxing sensation throughout the body.

The binaural audio experience begins with a rider going through their pre-ride rituals, before taking off on a 2018 Softail Street Bob. A practicing meditation instructor was cast to narrate their journey.

“The boom in mindfulness apps shows the need people have to escape their daily stress. And for a passionate tribe out there, this is the sound of freedom and relaxation,” 303 MullenLowe creative director David Roberts said.

Harley-Davidson marketing director Keith Waddell believes this is the next best thing for Harley riders than getting out on their bike.

AdNews isn’t so sure. But perhaps after a long and winding road trip up the coast, this might be a neat trick to help Harley heads get a good kip.



Harley-Davidson ANZ

Marketing Lead: Hayley Walton

Marketing Director: Keith Waddell

303 MullenLowe Sydney

ECD: Gary McCreadie

CD: David Roberts

Art Director: Leila Cranswick

Managing Partner & Digital Innovation: Brad Morris

Managing Partner: Matt Clarke

Producer: Ana Pinheiro

Senior Digital Producer: Robin Swire

Senior Digital Designer: Andreas Pratikto

Designer: Jasmine Xie

Developer: Susanna Klein

Sound Post Production

Sonar Music 

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