A suspiciously Alexa-like voice issues digital commands—the straightforward instructions of the daily grind. “Keep scrolling. Order food. Set three alarms. Check followers.” As bikers glide through a quiet city, the admonitions become more insistent, finally breaking into a decidedly human cry for the freedom of the open road.

This is the first work for motorcycle manufacturer Harley-Davidson by Droga5 since the agency won the business a year ago. A second spot is more explicit in its explanation, as a rider explains his exhilaration in his own words.

Gone is talk about the build of the bike, where it’s made or who makes it. Now the message is one of the outdoors and the experience of riding in a world that is humdrum in comparison, which is reflected in the new design elements and visual language Droga5 developed for the brand.