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I decided to apply culture jamming to the very underlying sexist message of the first ad, by attacking directly the message of the toxic masculinity by playing with the message in a way that it is shown directly that the Harley Davidson ad not only reinforce toxic masculinity, it encourages it to get more sales.

That is why in my culture jamming ad the idea is to try to put an ad that will be done by their creative team, an ad that is a response to multiple complaints, that is why the ad addresses the idea of toxic masculinity as something that is neutralized by the message, but at the same time accidentally reinforces the idea that beyond toxic is roaring and shiny.

Roaring and shiny are key words, because is what we always see and hear when we see a Harley motorcycle, is an object that captures our attention, that is why in the ad the same idea is put in the message, masculinity is noisy and flashy, but nothing else to get attention. Then is the picture of the motorcycle that I found on Flickr, I edited to get more contrast to the picture, similar to the ad, but the orientation of the motorcycle is what constructs for the the jamming, the bike is without a person, it is static, it just stands, is an object of desire, but useless without the person who drives it.

Again is a confrontation of the values of the original ad, movement against stationary, in the jammed ad there is no movement, because the motorcycle is there just for show and display, like toxic masculinity, is something that is there just to make of insecurities and other problems, The Harley Davidson bikes, are just stereotypes, therefore are roaring and shiny, a summation of status and nothing else.

This advertisement made of the Harley Davidson rental services is quite interesting given that continues the aesthetic choice of toughness of the customer that buys these bikes for the sense of freedom and adventure. The main problem with this ad comes in the message of the ad, being up front and blatant with a toxic masculinity issue of the dating scene. The awkward silence has a deep meaning, because there is a message of silence in a first date is seen as a failure to get the other person interested and therefore it is uncomfortable.

When in the ad the main statement is that there is no awkward silence indirectly says that thanks to the noise of the motorcycle there is no need for conversation, just enjoyment of the object that embodies the value of the masculine, the V twin engine is there to remove the element of sharing, enjoy the man because he has a machine that reaffirms him and its sense of the masculine. He enjoys freedom, he likes to ride but most importantly he does not like to talk or share, he is there of the experience of dating and have what he wants to obtain of the other person.

There is a sense in the ad, that there opening of people and social relationships are conditioned by things or details that drive them apart, the awkward silence is seen as weakness, you do not engage in a first date to know the other person, the ad implies a message of imposition of the person with the bike, you got the first date by impressing, and now you must be impressive without showing any kind of attribute that is not tough or very masculine.

We have a demonstration again of toxic masculinity by giving away a language of materialism and values of the man over anything else, and even beyond that point, the motorcycle as a part of the issue of the object that attracts people emotionally and sexually.