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.