Mixed Blessings

Renewing the Faith, Electronic Superpower, Big-Horned Trucks, Etc.





‘Preaching to the converted’ is routinely disparaged, as if such a practice were self-evidently useless. But marketers know they must never relax their efforts to sustain orthodox views among faithful customers. Moreover, such preaching is not as easy as one would suppose from listening to those who bad-mouth it. It’s tricky to refresh the interest of an audience that already has fixed ideas on a subject. Cleverly pairing some simple graphic devices, a new campaign for Schwinn engages the attention of bicycle enthusiasts–as in the ad in which a bicycle wheel is to ‘Love’ as the familiar inverted cross is to ‘Peace.’