Thanks to Cian for the link to yet another addition to our Car Industry Strikes Back series, this time from Skoda. Short and sweet, it features two kids who are executing a rather badly-planned escape.
"We need more space, Billy", says the girl when Billy drops the suitcase.
"I need more time, too", says Billy, after longingly glancing at the Skoda.
Escape aborted due to indequate planning. Bicycles are for kids. Bicycles are impractical for carrying things. Message sent.
Um... Why don't they have backpacks? Why doesn't Billy use the rope in his bag to tie some of the gear onto the bicycle? Why isn't the girl helping carry stuff? Why doesn't the girl have a bicycle - what kind of family does SHE come from, for god's sake?
It's an advertising bureau who had to come up with a film to match the Great Escape slogan and they were having a rough day at the brainstorm. Weak dramaturgy.
If they have two bikes they would be long gone and wouldn't get stuck in traffic. Haven't these kids ever seen ET?!
Maybe this is a societal warning. Maybe the ad men are sending secret messages. Maybe they're our allies and are telling us that our children spend so much time in front of the television and computer that they have haven't been allowed to develop basic skills through play that would prepare them for Great Escapes. They've grown up in Bubble Wrap society of bike helmets, Thudguard "safety hats" and Buddy Bumper Balls and are hopeless at preparing even a simple run away from home. They've grown up with the automobile dominating their every movement and have not developed the imagination that would allow them to think differently.
My kid could figure out how to get all that stuff on his bike. His girlfriend would have her own bike and they would be able to coordinate an effective escape. Hopefully they won't feel the need to... :-)
Then Skoda has this ad in the same series:
Rather liveable neighbourhood, lots of life on the street, but this guy drives an embarrassingly short distance from the park to his home. Everyone else is walking around and enjoying life except for him. Hmm. I'm really wondering now if the ad men are speaking to us in code.