Inside the apartment is littered with clearly stolen bike parts. They look at each other with unspoken affirmation before kicking down a door in narrow European tenement hall. The lighting is dark, the feeling gritty. Camera opens on two slim but imposing men in adidas jump suits and dark sunglasses, looking down at an iPhone with a flashing red dot on a map.
When clicking on that link I was expecting to see some Italian Job inspired ad about their bike retrieval service. It seems like totally reasonable messaging for an e-bike company - why not play to your strengths? Maybe in the ad space it’s more clear where the invisible lines are and they really did mastermind that this would elicit a huge negative reaction that they could play up for marketing purposes. Maybe I’m just naive, but I would never have predicted that ad would be controversial enough to be banned.
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