In 1981, Harley-Davidson was running out of road. Speeding toward bankruptcy. Owned by a conglomerate best known for bowling balls. A group of managers made two fateful decisions: They bought the company back and they hired Carmichael Lynch. For three decades, our ads spoke to an uncompromising philosophy of living. They won awards. They showed up in textbooks. It did more than help Harley-Davidson stand apart. It made the brand a global icon.