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SCHWINN BICYCLES
AGENCY Carmichael Lynch, Minneapolis
CLIENT Schwinn Cycling & Fitness, Boulder, Colo.
MEDIUM consumer print
CREATIVE DIRECTOR Kerry Casey
ART DIRECTOR Glenn Gray
COPYWRITER Tom Camp
PHOTOGRAPHY Joe Michl
RETOUCHER Brad Palm
Growing up hasn’t been easy for bikes. Once just for kids, they now derive a big chunk of their sales from adults. The tone of the ads has shifted accordingly, but not always gracefully. Norman Rockwellesque idylls have given way to a tacky hybrid of macho and attitude. There’s no shortage of attitude here, with Granny looking on approvingly as the fireman rescues the Schwinn and leaves her behind.
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