Mixed Blessings

Inside Story, Self Assured, Chipping In
Most bicyclists know the name of the brand, but they aren’t quite sure what the products look like. Shimano American, which is based in Irvine, Calif., makes component parts for bikes. So when Miami’s Crispin Porter Bogusky sat down to draw up a campaign, the agency wanted to turn the client inside out. The “visible bike” ad (above) shows off Shimano’s products, which usually go unnoticed by casual observers. It just so happens that the advertisements are trying to stir baby-boomer consumers’ memories of “visible man”-a popular educational toy a few decades back.
What women want are good relationships and self-reliance.