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Bicycle maker Schwinn is tapping into consumers’ childhood biking memories with a push designed to contemporize the brand.
The Dorel Industries-owned company has launched a campaign inviting folks to take a break from their harried lives and “go for a ride.” The creative, now breaking, uses Schwinn’s classic “br’ring-ding” bicycle bell to evoke stress-free, outdoor leisure.
A 30-second TV spot shows a woman lightly tapping her Schwinn bell while breezing through the neighborhood, passing by a boy playing with a PSP and kids on a tire swing.
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