Harley Davidson motorbikes are viewed as an expensive brand, admired but unaffordable. Pilsen Harley Davidson dealer PHD Bikes ran a magazine advertising campaign aimed at the people who when they see a Harley parked on the street pretend they’re the owner. The message, associated with the “Sportster XL1200V . Seventy-Two™”, “FLSTF Fat Boy®”, “FLHRC Road King® Classic”, is quit pretending and look into leasing. The campaign won a Silver Award for Automotive at the 2012 London International Awards.
The Quit Pretending campaign was developed at Y&R Prague by chief creative officer/creative director Jaime Mandelbaum, copywriter Klara Koubkova, art director/photographer Gerrit-John Gerischer, head of art Marco Antonio do Nascimento, with retouching done at Furia.