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“Riding is the answer,” says a low-frills, long-form spot from cycling lifestyle brand Rapha and agency Mother in Los Angeles.
But what’s the question?
Perhaps it’s, “How, in this era of 24-hour connectivity and constant bad news, can you actually get a reprieve?”
Even those of us who aren’t into cycling will get a dose of envy and appreciation from the spot’s portrayal of an L.A. urbanite’s ride out of downtown, past the angry drivers and cafe-dwelling phone addicts and into the quiet hills.