The guys at Death Spray Custom - and Ben for that matter - have been all over this for a while. But I've been spotting a few examples of this round my way so it must be catching on. Ladies and gentlemen, I give you stealth:
Deeplocal and Standard Robot have made this chalk writing robot (see what they did there?) to promote Nike and Lance Armstrong's Livestrong during this year's Tour de France. It will spray inspirational messages texted in by supporters onto the roads along the Tour route.
The cyclist in me thinks, Whoa, the corporate marketing mercenaries have just defiled a close friend. Fans have been writing celebratory (and derogatory) messages to riders on the route of the Tour for decades. It's part of the rich tradition of the race and to ride over the same messages - however slowly and independent of the race - allows slouches like me to feel part of that tradition.
Of course, the practice has always been hijacked, often by special interest groups or unions such as the CGT or nutters with a grudge against their neighbours. It's inevitable that brands do the same. But when the hijacker is Nike, which ought to understand and be sensitive to the history, it's unforgiveable. Worse still, that it's done to publicise the Livestrong cancer charity, means Armstrong - a rider in the race - is a co-hijacker. It won't do his reputation in France any good. But I'm sure that's the last of his worries.
So why am I conflicted? Because the corporate marketing mercenary in me loves the chalkbot.
I've always been a bit snooty about electric bikes. They seem like a conceptual oxymoron. If you want to pedal, get a bike; if not, get a moped. Commit! Sheesh.
But even the curmudgeon in me has to admit that the Gocycle is a fine looking ride:
I'm converted. Nearly.
About
I'm Patrick. I'm a planner. By day, I'm a Group Planning Director at EuroRSCG. The rest of the time I like to ride bikes, grow various hair/beard combinations, watch HBO and procrastinate.
If you want to get in touch to talk about planning or bikes (or other things, for that matter) drop me a note at padsyms at googlemail dot com.
It should go without saying, but I'll say it anyway: all views expressed here, even the sensible ones, are mine and not my employer's. I thank you.
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