There are many great and brilliant things about the city of Melbourne. There are a million cafes that are cool and wonderful and make you feel like you’re sitting in the silhouette of the Eiffel Tower awaiting your French beaux to sweep you off your feet. There’s a great culture of the arts with galleries and museums on every corner, dance companies and garage bands that play everything from Swing to Jazz to just strange music. There’s amazing fashion that may cause you to do some bank breaking shopping. The men are better looking and the women are better dressed and people are actually nice- even in the CBD.

But my favourite thing about Melbourne is the fact that everyone (almost) rides a bike. The city is close to everything else so people don’t have to drive to work, rather they’ll ride their bikes, save on petrol, keep in shape, look slightly dorky (but also slightly cute) with their trousers tucked into their socks, save the environment and look that little bit more European.

I love bicycles and I am actually in the process of making my own for touring later in the year (in case you were wondering) and I love riding. However, I live in Sydney. The other city. And I live in the suburbs. So I can’t include riding in my everyday life, unless I want to start the day with a three hour bike ride into the city. And even if I did, I’d probably get run over by a car, or hit by a car door, or a car driver will accelerate in front of me and then slam on the brakes in an effort irradiacte Sydney’s pot-holed roads of the pesky cyclists.

Anyway, there is a point to my endless rambling and that’s this:

Ah! That’s right! The cyclist gets to choose his (or her) lane and you, driver, respect his (or her) authority! Now wouldn’t that be the most awesome thing ever?

And so, that’s why I really like these ads. Given it is a cyclist’s magazine that’s advertising, but they’ve shown that they know exactly what cyclists want. We want free reign. We want to be able to go where our bikes will take us and we went to ride free. And we’re crazy (not all of us, but at least the ones in Sydney) so let us jump off benches, down steps, up aesthetic structures or whatever. Kudos BMX Rider Magazine, you read my mind. And with ease and simplicity showed me that you know exaclty what I want.

One BMX Rider Magazine please!

Agency: Saatchi & Saatchi
Art Directors: Adam Staples, Paul Miles
Copywriters: Paul Miles, Adam Staples
Photographer: Paulo Milez

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