First thing the logo here looks just like that bike, dated and distasteful. I get a feeling they spend a lot of money to do this campaign it on the cheap.

Those are all nice and almost funny visuals, but its not quite there in many ways. The background crowd in the bull rink, the terrible urban background (power lines and stuff on the grass) actually I am not a fan of the styling in that one at all. That image had great potential but the production was not so great there. It really was a great idea but they just did not bother. The judo and toilet shots are fairly minimal and so work ok, there was no need to extend on the production value there.

Who buys those electric bikes anyway? I think I have seen old guys on bikes like those, but those ads are so not in the market there. The ads are like cheating, when you ride an electric bike you are cheating… yourself.

Advertising Agency: McCann Erickson Geneva, Switzerland
Creative Director: Timo Kirez
Art Director: Olivier Renaud
Copywriters: David von Ritter, Fabien Kuechler
Photographer: Elias Amari

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