WATCH: THE ADVERT BANNED IN FRANCE FOR ‘CREATING A CLIMATE OF ANXIETY’
The Autorité de Régulation Professionnelle de la Publicité (ARPP) has asked for the negative portrayal of car traffic and pollution in the 45 second ad to be modified before it can be aired. VanMoof, the company behind the advert, makes smart cycles which have been called the ‘Tesla’ of e-bikes.
The controversial advert shows scenes of car crashes, pollution and traffic jams projected onto the body of a futuristic sports car before it melts away to show the company’s newest bike. Overlaid text reads: “The alternative to gridlocked freeways and overflowing subways. Time to ride the future.”
This is the brand’s first TV campaign for its new high-tech models, which come with features aimed at urban commuters such as location tracking and onboard anti-theft devices.
The ad aired two weeks ago in the Netherlands and Germany, where it was reportedly well-received by the public.
“We were always aware that this commercial isn’t your usual bike ad,” VanMoof co-founder, Taco Carlier said in a statement. “It’s really a call to action, a chance to leave the past behind, and make real progress that benefits everyone.”
He says “questioning the status quo” always had the potential to be controversial, but that this was VanMoof’s “purpose from the start”.
A LACK OF NEUTRALITY?
VanMoof says the decision is at odds with new cycling initiatives launched in Paris and the €300 million recently ringfenced to improve cycling infrastructure. Mayor Anne Hidalgo was recently re-elected in the city with strong support for her platform encouraging walking and cycling.
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