Not everyone has enjoyed lockdown, but most people have been happy to see one of its side effects – a reduction in carbon emissions. Most would like that side effect to remain. A second side effect has been a surge in bike riding. Emptier streets, empty gyms and very few trains and buses have all contributed to an increase in bike sales in countries such as Australia, the UK and the US.
It’s a very good time for a bike company to advertise – except that making a bike commercial isn’t easy right now.
Goodby Silverstein & Partners has done a stellar job for US bike company, Specialized. It had the same stock footage to work with as all the other montage commercials that have been made recently, but the agency hasn’t chosen the same-same Covid images. Nor has it told the same-same Covid story.
There’s even a deliciously irreverent jab at Trump illustrated by a memorably pointed image, to add to the spot’s impact.
The commercial highlight the brand’s ebike, or Turbo, range, but it also entices mountain and trail bikers, speed bikers as well as commuter bikers. It’s rallying cry is Let’s learn to ride again. The parody of Trump’s motto is, without question, intended.
The commercial is supported by a series of surreal posters which entice by evoking the feeling of riding a Turbo.