'Cycle commuting is sexy' telly advert airs in Scotland

Glasgow City Council has paid for 27 showings of a 30-second advert from the Scottish Cycling Development Project that portrays cycling to work as the modern, healthy, fast way to commute.
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The ads started airing on STV on Monday and will be screened through until 18th May. There's a mix of peak and late-night slots during the week and daytime slots at the weekend, including during the petrol-soaked coverage of the Austrian Grand Prix.

The ad opens with a thirtysomething suburban male in shirt and tie saying "I love car commercials, don't you?"

There's then glam footage of speed and the open road which is brought to a screeching halt when the dream sequence is interrupted by day-to-day reality: traffic snarl-ups. The suburban male says "Yeh, right...I've found a better way to that feeling [of speed]" and the camera pans out to reveal him getting on his bike and starting his daily cycle commute to work.

Once at the office he's greeted by a sexy, female cycle courier saying "Early again?"

The ad ends with "Give your car a break, get in the fast lane" and lingers on the Scottish Cycling Development Project's website and Glasgow City Council's cycle-and-walking helpline.

The ad production company was supplied with bikes from Trek (logo clearly visible in the ad), shades from Adidas, clothing from Scottish company Endura, and P&A from Fisher Outdoor Leisure.

http://www.scottishcycling.org

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