Brand Marketing Ad of the Day: Schwinn The bike company targets twee millennialsBy Emma Bazilian|May 9, 2013 Share By Emma Bazilian|May 9, 2013 Share 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. CREDITS 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 Talent "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 Adweek Adweek