The new series of ads to encourage cycling in London are beautiful. (I do wonder whether M&C Saatchi got their idea from these concept bikes though. I could be a top creative - I spend alllll my time on the internet!)
They work really excellently on the Underground, and in print - basically any ad space aimed at pedestrians/ non road users. They make cycling seem a serene and clean alternative to the smoggy tube / battle across London Bridge footpath. Which it *is* :) .
But, I think that all the beauty is actually somewhat wasted - for some of the ads’ target audience at least. I don’t think they’re eye catching or bold enough to be spotted by a bus traveller, car driver or anyone with two wheels and an engine. Whilst the billboards are HUGE, all you can take in is ‘that’s pretty’: the text is too small, and it’s not perhaps obvious at first what exactly the message is, especially if you’re whipping past at >30mph.