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Top 6: May 27th 2020
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, … read morewould be today. The campaign, which features a cheeky jab at President Trump's climate change denial, was created by Goodby Silverstein & Partners. 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.
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