22 October 2008
Calmly, Stripey and Gorgeously Advertised
No jockeying for position, not muscling their way ahead of other cyclists, no trackstand on the edge of the zebra crossing. Just two cyclists waiting calmly for a red light to change to green.
A spot of stripes in the autumn sun.
Over at Copenhagenize.com we've been discussing http://www.copenhagenize.com/2008/10/what-if-we-marketed-cycling-like-we.html.
Above is a recent advert for the French tyre company Hutchinson which is quite brilliant. Just two cyclists - one messengery type and one Cycle Chic Hero riding through New York City. Cool cool cool. This is the way to go to start branding cycling as effortless, enjoyable and liberating, not to mention a feasible and acceptable form of transport.
There is one flaw in the film, though. Hundreds of thousands of chic female cyclists in Europe know that when cycling in high heels you don't use the heel to pedal, for gods sake. You use the sole of the foot like with any other shoe. Sheesh.
But... because we're cheeky... we made a quick and dirty Copenhagen Cycle Chic Remix of the above advert wherein we feature just the Cycle Chic and sans sub-culture.
Hutchinson Tires Urban Video - Copenhagen Cycle Chic Remix from Colville Andersen on Vimeo.