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Bike helmets aren't exactly sexy items, but helmet brand Nutcase is hoping to at least make them fun.
In a straightforward series of print and out-of-home ads, helmets throughout history are featured protecting brains from all kinds of baddies. These include a lion trying to chomp into a Roman gladiator (above), a dragon going for a knight, a Samurai protecting himself from a ninja, and a deep-sea diver with an octopus wound around his head.
The accompanying bodies are super-tiny and riding bikes, tying back to the more modern (but no less harrowing!) use for helmets.
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