Finally, a Bicycle Ad That's as Sexy as One for a Car

Sometimes it seems as if at least half of the commercials on television are for cars – swooshing, whizzing, and roaring through the landscapes and streets of the nation to throbbing and propulsive soundtracks. These commercials promise that by getting behind the wheel of such sleek and powerful machines, you will be able to dominate your environment, whether it’s the glittering streets of an idealized city where traffic doesn’t exist, or the hairpin turns of a road that cuts through primeval forests. It’s a seductive vision.

Now, for the first time, I’ve seen a bicycle ad that gives these car commercials a run for their money. The spot, just released by Copenhagen’s Butchers & Bicycles (located “in the heart of the meat-packing district in Copenhagen, Denmark”), employs all the traditional automotive tropes to promote the company’s new cargo bike, the MK1. Even the name has crisp edges.