Specialized Bicycles: Learn to Ride Again, 3

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. 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.