Goodby Silverstein & Partners campaign for the bicycle brand features a cheeky dig at President Trump’s climate change denial
Six months ago, Specialized bicycles could never have anticipated just how relevant its latest campaign, ‘Learn to Ride Again’, highlighting their full range of Turbo electric bikes, would be today. The campaign, which features a cheeky jab at President Trump’s climate change denial, was created by Goodby Silverstein & Partners.
“A little more bike can do a lot more now. On an electric bike, you can ride faster, farther and for longer than you ever could before. Whether it’s replacing short car trips - which are the most carbon-intensive trips you can take - or getting more laps in on your favorite trails or exploring past that one hill you never quite conquered, we really believe that this isn’t a fad and that the future looks bright,” said Mike Sinyard, the founder and CEO of Specialized.
“Turbo gives people a reason to ride again, because it’s nothing like the bikes you may have ridden as a kid,” added Rich Silverstein, GS&P co-founder and co-chairman. “As the voice-over says, ‘It’s two wheels of hair-raising power that will revolutionise the way you move.’ This is exactly what we need right now.”
The positive impact that electric bikes could have on climate change plays a central role in the film, which even calls out the United States president. As the White House is depicted in a sea of melting ice, the voice-over remarks, “Yes, Donald, it’s a real issue!”
The film doesn’t just set out to entice dormant cyclists; it also promises speedier miles to road riders and crazier trips to mountain junkies. In one scene a Turbo rider jumps over an entire mountain range. A rallying cry of ‘Let’s learn to ride again’ concludes the film on a powerful note as cities around the globe are seen as being devoid of cars and, instead, greener, cleaner and full of cyclists.
In addition, the campaign also includes a series of surreal posters in which roads have been manipulated to show the feeling of riding a Turbo (which you can see throughout this story and below).