Harley-Davidson (2020). 'Magic Hour'
https://www.youtube.com/embed/428oA3WiKk8
Transcript: "So, you're on this thing right. It's just, you in the road, and the wind, and the trees. And it fills you up. You're flying, but centred. Lost but found. Every part of your body is engaged, every part of your mind is activated; synapses is firing, dopamine using; its chemical. You get off and you feel reborn; a god. Your spine is tingling, your core is vibrating; and that growl hums in your belly for the rest of the day. Because a great ride stays with you; just lingers in your muscles and your bones and settles into your consciousness and seeps into the creases of your soul. Every hour is magic hour when you're on a Harley. But the magic isn't about what the bike can do, it's about what the bike can do you." Messaging: Through comparing the act of riding a Harley-Davidson with spiritual experiences, the ad imagines the product as a device for transcending our everyday, human existence - riding a motorbike becomes a spiritual experience.
