An ad where you scratch and lose

Agency Network: 
July 2011
Harley-Davidson Print Ad -  An ad where you scratch and lose


To make evident the main attribute of our product we decided to use the most popular scratch of the print world. THE SCRATCH AND WIN. With an appealing headline, we invite the reader to scratch off the areas that conceal two different stories. With every scratch, the stories move farther away from what the headline hinted them to be about and quickly spin into a series of unfortunate events. The way the stories develop make evident that with every scratch you can spoil a good story. We created something unlike anything ever seen on a magazine in Colombia.

Print advertisement created by Publicis, Colombia for Harley-Davidson, within the category: Automotive.


The waitress looks at you and unfastens
two of the buttons of her shirt.
With every scratch, you can spoil a good story.
New Harley-Davidson® Anti-Scratch Helmets.

Advertising Agency: Publicis, Colombia
Chief Creative Officers: Rodrigo Tarquino, Jairo Lezaca, Francisco Castillo
Creative Directors: Edwin Pineda, Omar montaño
Art Directors: Rodrigo Tarquino, Julian Franky, Edwin Pineda
Copywriters: Jairo Lezaca, Omar Montaño
Graphic Designers: Rodrigo Tarquino, Julian Franky
Photographer: Dario Mora
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Highest Rated

Lazarus's picture

So what?

Activity Score 1536
Creative Director
morse's picture

I like that it's interactive but the message is convoluted. Don't scratch because you won't get the girl easily therefore non-scratch helmets are good? Seriously? :)

Activity Score 18024
Art Director |

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pinguin13's picture

"With every scratch, you can spoil a good story". What kind of selling line is that. For helmets? It feels very contrived. Looks like a far-fetched idea they didn't have a product for.

Activity Score 113
Copywriter at freelance |


Lazarus's picture

So what?

Activity Score 1536
Creative Director
gioborde's picture

I agrree, far fetched. The game, to my opinion, is not all that bad, but doesnt really sell the benefit of the product

Activity Score 1387
Art Director at LEO BURNETT |


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