04 May 2013

She's Not Wearing A Helmet, But...

We all know that bicycles and cycling have been used to advertised all sorts of products, even those that seem utterly antithetical to the reasons why people ride bikes.

Given that some of the world's most imaginative advertising  comes from Italy (That is a completely unbiased statement! ;-)), perhaps it's no surprise to see that this ad aired there some years back:

I love the "halo" around one girl's head.  Is it supposed to substitute for a helmets?  You have to admit, though, that those girls look great, and that the shot of them descending that hill is really cool.

Now, to a confession:  During the time I was riding off-road, I drank more Coca-Cola than I had at perhaps any other time in my adult life.  In fact, almost all of the off-road riders--especially those in the then-nascent cult of downhill riding--I knew in those days drank it.  Some even carried it in their water bottles (or, later, Camel Backs).  As "Crazy Ray", one of the guys I used to ride with, said, "It's rocket fuel!"  He was right:  Humans can't ingest very many other things that will give as much of a rush of sugar and caffeine as the "Pause That Refreshes" can.  Remember that back in those days, Starbucks' stores were just starting to open in this part of the US, and they hadn't yet introduced many of the hyper-caffeinated sugar bombs that teenagers and hipsters line up, and pay good money, for.

Of course, given that the ad is Italian, it's easy to read a lot into the "si, si, si" refrain of that ad!

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