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.