Deeley Harley-Davidson Canada has begun a promotion called "Live the Dream" in association with 17 Ontario Harley-Davidson retailers. The campaign, developed by Jan Kelley Marketing, is aimed at competitive riders. It includes a television commercial depicting a young boy who dreams about having the best bicycle on his block. The campaign also includes online materials, a website at LivetheDreamHD.com, consumer activities and in-store materials. "We built this concept around the idea that there's a little Harley in everyone," says Lynn Ridley, creative vice-president at Jan Kelley Marketing. "The goal is to connect with those riders who see something of themselves in the brand. As independent, free-spirits, they live to ride. Even as a kid, their bike made a statement, every inch of it, lovingly customized and maintained. "This takes viewers back to that point in time when they first fell in love with their bikes. It reminds them of the sheer joy they take in their ride and re-ignites their dream of owning a Harley-Davidson motorcycle."