Hugo Roncancio - Retired Truck Driver

Campaign
Agency Network: 
Published/Aired: 
September 2011
Harley-Davidson:  Hugo Roncancio - Retired Truck Driver

Description

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

Caption

New Screamin'Eagle Exhaust Pipes. Music to your ears that clears up the road.

Advertising Agency: Publicis, Colombia
Chieff 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, Julio Herazo
Photographers: Esteban Sosnitsky
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guidodonadio's picture

mmmmmmmmmmmmm

guidodonadio
Activity Score 43
guidodonadio's picture

i dont understand...the truck driver leaves his work because the harley is more noisy?

guidodonadio
Activity Score 43
arthor's picture

so.. in columbia, the only people who drive on the road are truck drivers and bikers?

arthor
Activity Score 513
Norremark's picture

Yup, they're trying to say that because he got tired of that much noise, the truck driver decided to retire. Arthor does truck drivers have to be the only ones on the road because they decided to go with a truck driver example in this ad?

I think they wasted alot of potential with this idea, but actually I don't think the ad is that bad really

Norremark
Activity Score 77
Robwanali's picture

Well this is my take. Truck drivers enjoy a clear road because trucks are noisy and other drivers with smaller cars move out of the way to let them pass. Now that a truck driver has retired, he can still enjoy having the same effect while riding a Harley Bike. Loud noise that clears the road like a truck does. Nice photography. Nice concept, if i got it correct.

Robwanali
Activity Score 132
Creative Director at Insight Media |

love what you do and do what you love

hoozn's picture

If that is the idea behind this ad, then congrats, producers of Southpark: Harley drivers really are the kind of dickwads that you depicted in the biker episode...

hoozn
Activity Score 355
Vienna |

who cares? ima play some tunes instead http://www.mixcloud.com/hoozn/

gioborde's picture

Confusing!!, but then again the "out of business", "another way to make a living" formula is overdone. Very nice photography though

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

thedesignaddict's picture

Totally enigmatic concept. The above explanations do nothing to clarify the meaning - IMO.

thedesignaddict
Activity Score 5403
Art Director at Freelance
Renan Correa's picture

Good idea. Bad copywriting.

Renan Correa
Activity Score 186
Copywriter |

-------------------------
www.cargocollective.com/renancorrea

morse's picture

Eh, not really working, sorry!

morse
Activity Score 18121
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

jackblack's picture

This is dumb.

jackblack
Activity Score 2362
Art Director
jinfan102's picture

@_@ ....... after 15 minutes of staring at the ad + reading all comments to find out what's going on. I've realized... if an ad takes this long to deliver the message, it's not that good at all.

jinfan102
Activity Score 160
Don Mad Men's picture

WTF ????????? bad concept, it's not clear. what's up copys ??

Don Mad Men
Activity Score 4
Baelin's picture

Pretty weak execution.

Baelin
Activity Score 273
Copywriter
jowjow's picture

waste of money.. too much to think about it.. beside that, nice photo shoot

jowjow
Activity Score 45
Hadrons's picture

Great campaign with a fresh angle.

Hadrons
Activity Score 6064

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

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