SPW: Hip

Stay in shape. SPW Bikes

Advertising Agency: Advico Y&R, Zurich, Switzerland
Chief Creative Officer: Markus Gut
Art director: Isabelle Hauser
Graphic design: Annik Weber
Copywriter: Julia Brandstätter
Photographer: Lorenz Cugini
Visualizer: Felix Schregenberger

June 2009


santorini's picture
60 pencils

if i don't misunderstand, the proposition is to have good physical shape by cycling...
Nice idea and execution....

qd's picture
20 pencils

i think these ads are smart.
they show the bikes overcoming challenging terrains, but making the terrains your physical fitness puts a lifestyle spin in there that sets up a personality for the brand.

Guest's picture

mountain biking people love biking on mountains.
but by the visual logic of above,
losing fat=less curves=less mountain=less fun.
So, eat cheeseburgers before you ride your spw bike?

Guest's picture

More like "keep riding so you don't end up flat on the floor like that fat bastard"

shahidali's picture
4069 pencils

vulgar, disturbing and offencive


Guest's picture

I really like them. Your overcoming you weight be cycling. Great idea.

Bob08's picture
749 pencils

This is a Bike Defender Association warning.
Don't allow that woman to put her overflowing back on a bicycle saddle. She's allowed to do anything but biking.

Ohkamp's picture
228 pencils

Maybe this is too literal but I would have liked to have seen the person/bike at the top of the "hill". I think that would make it a quicker read and really express that exercise has allowed them to overcome this obstacle. Great, provocative visual though.

Ohkamp's picture
228 pencils

The more I think about it, I think I'm wrong. I think you do need to active "push" that is present in the current visuals.

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