The agency took the image of the traditional Harley biker. And instead of writing reams about electric vehicles, it simply added an electrified effect to the bikers - making their hair stand! The result was a series of striking images, with typical Harley bikers looking as if they had encountered an electric current, but were not too impressed by it (typical Harley toughies), For copy, the agency used just two words beneath the Harley logo - Electric Soon!