If you’re not familiar with American motorcycle history, you may never have heard of Indian Motorcycle. Up through World War II, Indian Motorcycle was a popular motorcycle brand. In 1953 it went out of business leaving the just one American bike maker standing, Harley-Davidson.
In 2011, Polaris Industries purchased the dormant brand in 2011 and introduced its first new bike in 50 years with the 2014 Indian Chief.
The brand hired Colle + McVoy to relaunch the brand and the agency reached out to History Channel to create branded content in the form of Bike Week, a multi-media week that would celebrate the history of motorcycling and highlight the new 2014 Indian Chief.
Along with promotional vignettes featuring History Channel’s American Pickers host Mike Wolfe, the agency created a :60 which debuted during the show this past Monday.
Supporting the branded content play and the commercial, is print and collateral.
The :60 is motorcycle porn and features a small group of Indian Chief riders who encounter a larger group of Harley Davidson riders who, after the required stare down, invite them to cross their path. We’re not quite sure this is exactly how it would play out in real life but for a commercial, it suffices.