Why can't anyone advertise bikes normally? It's always portrayed as some kind of specific event. What about showing how a bike can be better for getting to work? Surely the whole 'rush hour traffic' thing is a cow just waiting to be milked?
True.
Check out the ITV Sports advert, or the shiny new
Wiggle ad, both portray cycling as a sport, an aspirational one at that, ITV has chosen to take it down the "serious" route and includes cycling as being as "serious" as the footy. Where as Wiggle is aiming at the family.
Both understand their market, neither of them patronise and they both come across as a bit sexy, admittedly the wiggle ad is pretty cheesy but it is at least portraying a very positive view of cycling, not some threadbare cliché that we really should, by now have stopped rolling out.