Ad of the Day: Schwinn

The bike company targets twee millennials

The bike: It’s cheap, it's "green," and it's the preferred method of transportation among certain twee millennials. (Seriously, Google “Zooey Deschanel on a bike.” There are 13.4 million hits.) But when was the last time you saw a bike ad during an episode of New Girl or Portlandia or whatever the latest show is with girls who like vintage dresses and boys who like bow ties? Seems like a bit of a wasted advertising opportunity.

Kudos to Schwinn for finally taking advantage of the lack of adorable bike commercials with a new series of TV ads targeted at the millennial consumer. The first spot shows a series of incredibly happy-looking people—a woman with a fluffy dog, a father and daughter, a young couple—riding through a computer-generated universe of sunshine and flowers and guarantees of “wind in your hair” and “happily ever after.” A second ad gives us a trio of typecast millenials—a pretty girl (in a beret, natch), a surfer dude, and a bow-tied man (yes, his jeans are rolled up, too)—searching for the right bicycle, Goldilocks and the Three Bears style. (One is too cutesy! One’s a racing bike! But the third is just right!) Everyone, apparently, can find true love with a Schwinn. 

The full campaign, created by Ammirati, is as jam-packed with cuteness as BuzzFeed’s latest video of a cat playing with a baby piglet—and, Schwinn hopes, will prove equally popular with America’s millennials. Provided that they can tear themselves away from that cat video long enough to go outside and ride a bike.

Credits and another video after the jump.

Client: Schwinn
Global General Manager: Jeff Rogers
Senior Vice President, Marketing: Kelli McCusker
Marketing Coordinator: Steve Wilcox

Agency: Ammirati
President: Matthew Ammirati
Partner, General Manager: Gabriel Miller
Partner, Executive Creative Director: Todd Wender
Partner, Vice President, Account Services: Kristen Rumble
Producer: Kate Treacy
Associate Creative Director, Copywriter: Domenique Osborne
Associate Creative Director, Art Director: Kristen Meloche
Account Director: Kate Schneider
Management Supervisor: Nancy Liu

Production Company: Psyop
Directed By: Psyop
Creative Directors: Laurent Barthelemy, Lauren Indovina
Executive Producer: Lydia Holness
Head of Production: Cori Cooperider
Producers: Anna deCastro, Jeff Bybee
Designers: Will Adams, Naomi Chen, Lauren Indovina, Denny Khurniawan, Eunice Kim, Hyesung Park
Storyboard Artist: Ben Chen
Previs Artist: Pakom Bupphavesa
VFX Supervisor: Joerg Liebold
3-D Animator: Eric Chou
2-D Supervisor: Jason Conradt
Compositors: Jason Conradt, Herculano Fernandes, Bo Kim, Tobey Lindback, Danica Perry, Dave Chen

Production Company: Smuggler
Partners, Executive Producers: Patrick Milling Smith, Brian Carmody
Executive Producer, Chief Operating Officer: Lisa Rich
Executive Producers: Allison Kunzman, Laura Thoel
Head of Production: Andrew Colon:

Vancouver Production Company: Means of Production
Executive Producer: David Bouck
Line Producer: Jill Sartore
Production Manager: Katarina Ireland
Coordinator: Chris Worgan
Art Director: Pedro Romero

"Guarantee": Susie Lee, Bruno Baronet, Mickella Domo, Zack Singer, "Cupcake" Dog, Kennedi Clements
"Fall in Love": Darla Taylor, Ryan Cook, Maxwell Boatang, Melita Sekgwa

Audio Production, Original Music: Antfood
Composer: Matthew Morgan
Sound Design, Final Mix: Antfood