Harley-Davidson has this incredible ad on the back of the May 12 Sports Illustrated. Masterful writing which captures a lot of things about the Harley experience--freedom, country, cynicism, love of the open road, self-empowerment, and a touch of outlaw. Here it is:

We Don't Do Fear
Over the last 105 years in the saddle, we've seen wars, conflicts, depression, recession, resistance, and revolutions. We've watched a thousand hand-wringing pundits disappear in our rear-view mirror. But every time, this country has come out stronger than before. Because chrome and asphalt put distance between you and whatever the world can throw at you. Freedom and wind outlast hard times. And the rumble of an engine drowns out all the spin on the evening news. If 105 years have proved one thing, it's that fear sucks and it doesn't last long. So screw it. Let's ride.

I don't identify with that spirit, but I want to. Makes me want to go buy a Harley. Or I'm just a guy in a mid-life crisis.

They have a website tied to this ad. Go there, and the ad is read in a Flash graphic, with a big open road behind it. Cool.