Skip to Content
Streetsblog USA home
Streetsblog USA home
Log In
Car ads

SEE IT: The Pro-Bike Van Moof Ad That’s Too Hot for French TV

Maybe the melting car was over the top?

It's the bike ad the French government doesn't want you to see.

According to Van Moof, the bike manufacturer, French media authorities have barred media outlets from running the company's latest ad for the company's S3 electric bike on the grounds that depictions of the damage caused by auto driving create “a climate of anxiety.”

Here's the ad. You decide:

The ad is fairly straightforward, using a sleek sports car as a screen onto which are projected the evils of car-based transportation systems: the traffic, the pollution, the spacial inefficiency, the road violence. Then the car melts, and the company slogan emerges, "Time to ride the future," accompanied by a singer saying, "There's a new day dawning."

The final frames feature the bike standing there, looking like the solution. But French consumers won't get to see it, thanks to the ruling by the Autorité de Régulation Professionnelle de la Publicité. Van Moof criticized the independent French board's decision on its blog today, and praised the ad, called "Reflections."

"By flipping the visual language of a car advert on its head, we point to a world where people are free to choose a different kind of mobility, one which benefits their environment as much as it does themselves," the company said. "Unfortunately, the self-regulated ARPP argue that aspects of the film 'discredit the automobile sector ... while creating a climate of anxiety,' and have banned the film from airing on French television."

The ad is part of a small movement to supplant car-culture imagery with similarly sexy come-ons for sustainable transportation. In 2016, Stromer made an ad that used the car culture's own tropes against it.

"The Stromer marketing folks blatantly copied one of the most persuasive car commercials running today: the Matthew McConaughey/Lincoln MKC spots," Jonathan Maus wrote in his appreciation in Bike Portland. "Notice how the music, the look, the feel, even several scenes of the Stromer ad above mimic the Lincoln ad below. Notice the droning piano, the handsome, confident, and wealthy star getting ready for work, the reach for the key (that he passes over for his phone), and so on…"

We've reached out to Van Moof and French authorities for more information and will update this story if we hear back.

Stay in touch

Sign up for our free newsletter

More from Streetsblog USA

Tuesday’s Headlines Turn Up the Heat

Triple-digit heat, fueled by climate change, is warping rail lines, interrupting construction work on transit lines and causing burns on sidewalks.

July 16, 2024

These Are the Most Dangerous Congressional Districts for Pedestrians

The deadliest congressional districts in America are dominated by BIPOC communities — and federal officials need to step up to save the most vulnerable road users.

July 16, 2024

Delivery Worker Minimum Wage Shows Promise … For Some, Data Shows

New data from New York City's Department of Consumer and Worker Protection shows minimum wage is bringing order to a previously wild industry.

July 15, 2024

Monday’s Headlines Go Through Basic Training

An NYU study looks into why the U.S. is lagging behind on high-speed rail, and one transportation expert ponders the impact on growth.

July 15, 2024

Sustainable Transportation Advocates Need to Talk About Sustainable Urban Design

A new book hopes to act as a "magic decoder ring" to our built environment — and a powerful tool to understand how sustainable transportation networks can fit within them.

July 15, 2024
See all posts