Harley Davidson has been doing a great job with its brand communications for a long time now, and this ad is just one more example of how it’s done, properly. One of the great things about their communications is how exclusive the brand is. One of the best ways to create a passionate following is to define your brand, and exclude people from it. With clearly defined borders, your audience is either in, or its out.
The central tenet of this ad is that you are either a born Harley owner, or you aren’t. It’s an exclusive brand, as opposed to the come-one come-all inclusive brands.