[PR] Cyclists lodge complaint over 'Jealous Cyclist' advert

Victor · 10-11-2005 2:29pm #1

Press Release: Cyclists lodge complaint over 'Jealous Cyclist' advert

From: Irish Cycling Campaign

Date: Thursday 10 Nov. 2005

For Immediate use
The Irish Cycling Campaign (ICC) have lodged a complaint with the Advertising Standards Authority for Ireland (ASAI) about Hibernian Insurance's current TV campaign. The specific issue is that the advert shows a cyclist standing by his bicycle looking towards a driver of van who is passing by and the caption next to the cyclist states "Jealous".

David Maher, PRO of the ICC explained "it indicates that cyclists are simply frustrated would-be motorists who simply lack a car. However Dublin Transportation office (DTO) surveys show that the majority cyclists in Dublin have access to a car but choose to cycle because it is a fast, healthy, efficient and clean mode of transport. The advert conveys an entirely inaccurate
view of cycling which is motivated purely by commercial interest i.e. Hibernian generate revenue from motorists not cyclists and thus have a commercial interest in denigrating cyclists."

Maher continued "a more accurate advert would show a gridlocked, frustrated, powerless motorist looking on with envy as a cyclist glides through the traffic".

Hibernian's advert is one of a number put out by the motoring industry that belittles non-motorist, with another current radio advert wishing that "I hope a bus comes along soon" to anyone who can't avail of their latest motor insurance product.

Maher concluded "It is a pity given the urgent need to encourage people to get out of their cars, that the motoring industry adopt such a negative approach towards sustainable transport."

ENDS

.

Trampas · 10-11-2005 3:49pm

Where can i complain about Hib about this.

All cyclist should do it

Victor · 10-11-2005 4:13pm

www.asai.ie

www.hibernian.ie

Metrobest · 11-11-2005 12:04am

Forget Benetton - this Hibernian ad must rank as one of the most scurrilous ever to be aired on Irish television. It beggars belief, the sheer cynicism of exploiting people's base stereotypes of cycling so that they will buy cars and purchase Hibernian's overpriced insurance. Could the marketing guys not have come up with something more intelligent?

The average consumer is bombarded by thousands and thousands of messages every week that promote car use at the expense of all other forms of transport.

A quick plug for Budweiser's ad with the guy cycling down the steep hill with his bottles of beer. That's an example of positive promotion of cycling.

Also I notice a lot of the fashion labels are using old-syle bicycles in their photoshoots. Which is brilliant.

spacetweek · 11-11-2005 12:12am

Metrobest wrote:

A quick plug for Budweiser's ad with the guy cycling down the steep hill with his bottles of beer. That's an example of positive promotion of cycling.

I think that was Miller?

Our man in Havana · 11-11-2005 5:14am

Who cares anyway. The ASAI won't do anything. Cyclists should grow up!

silverside · 12-11-2005 12:59am

i'm not impressed by the ad but wouldn't get hot and bothered about it - surely the satisfaction of burning past traffic jams outweighs any 'disrespect' hibernian can give you?

bungeecork · 14-11-2005 9:04pm

I actually like this ad. It's catchy and Irish made and has an Irish feel to it.

The company should string this controversy along a bit and then make a big yahoo about changing the bit about the bike to this:

- cut to a view from behind the cyclist as he's cycling along the road wearing a kilt, cycling towards the motorist who's coming the other way
- as the driver sees the cyclist coming, his eyes drift down towards the kilt just as a puff of wind blows the front of the kilt up
- the drivers smile fades away and the word "Jealous" appears on screen

[PR] Cyclists lodge complaint over 'Jealous Cyclist' advert

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