'Rebel' brand archetype

Aligns with HD's recent shift in focusing on simple headlines and striking visuals while making the more detailed copy and the CTA secondary elements of the ads

Appeals to target audience's desire to live a life free of constraining rules and apart from mundane societal norms

Paragraph highlights the benefit of the boldness of the Sportster S bike in making a rider stand out from the crowd

Includes a call to action to visit the HD website