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Electric bike brand VanMoof launches its second televised commercial today as part of its latest global brand campaign, this time in the form of a dramatic and highly cinematic film created by VanMoof and shot by Amsterdam-based production company HALAL's director Paul Geusebroek. VanMoof’s campaign catches the world’s attention again by inspiring people in cities to keep moving forward, instead of reverting to old and destructive pre-pandemic mobility habits. The new film opens on an all-too-familiar scene: the chaos of a city center in gridlock. And as sweaty commuters climb back into their metal boxes, the film’s message is clear: car domination is a thing of the past. We witness a car collision unfold in reverse; angry and frustrated drivers; stressed pedestrians in a hazy fog of pollution; and a cramped bus with frustrated passengers packing in like sardines. It’s not a pretty sight. Triumphantly, a bike and its rider rise above the clamor of the city and glide serenely through the chaos. Effortlessly moving forward, she zips through the gridlock, while all around her, cars and their drivers symbolically reverse in time. VanMoof’s commercial demonstrates that returning to the dysfunctional status-quo of congestion, pollution, and road rage is not the way forward. Riding bikes, on the other hand, is the breath of fresh air that both our environment and city-dwellers desperately need.
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