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The catch in selling any safety product is that it will most likely be used by the unreckless souls who need it least. People who carefully pedal along level cycling paths wouldn’t dream of doing so without strapping on full protective gear; people who go careening down mountains would rather split their skulls than cramp their style. This ad aims to change the minds of the latter cohort. The idea is that you certify yourself as a wildman—not as a sissy—by wearing a Bell helmet.
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