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Carmichael Lynch, Minneapolis

Harley-Davidson parts & accessories

Creative Directors: Tom Gabriel, Jack Supple

Art Director: Bob Brihn

Copywriter: Jim Nelson

Photographer: Hunter Freeman

To a Harley-Davidson owner, explains Carmichael Lynch Art Director Bob Brihn, the bike itself is a piece of art. The only thing that could improve it is an accessory that makes it as individual as the owner. And these owners are very much individuals.

"People spend a ton of money on accessories, perhaps as much as on the bike, and these bikes aren't cheap," says Mr. Brihn. "We wanted to romance those accessories that are genuine Harley."

The ads act in lieu of a "walkaround," as if a Harley owner were inspecting a bike from a particular angle, focusing on an air cleaner cover, for example. The detail is lush, the copy simple but sensual.

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