Be free, ride a bike

Dailies -


Vespa_BeFree_1.jpgPortraying the claustrophobic isolation of driving a car, these Vespa ads are one of the best graphical representations of the difference between us and them we’ve ever seen. By relegating the view of the outside world to the size of a mail slot within a much larger frame and teasing an exotic landscape, the ads attach a sense of lost adventure to the four-wheeled experience. Rather than create an overtly negative feeling about driving cars, the ads, seem to evoke positive feelings about riding a bike. Instead of picturing myself stuck in a car, when I look at these, I remember riding a bike and the connection to your environment that brings.
Vespa_BeFree_2.jpgWe’ve tried contacting the agency, Manilla’s DM9JaymeSyfu, to find out
more about them or get more examples but our emails haven’t been
returned. We suspect these were created for an unsuccessful pitch rather
than an actual campaign as Piaggio HQ in Italy doesn’t know anything
about them.

Vespa_BeFree_3.jpgvia Ads of the World

Thanks for the tip, Sasha.

  • John Whorfin

    spread the love: learn to ride two-up and invite people to jump on the back. I always carry a spare bucket

    I’ve ridden ‘b17(h’ a few times and let me tell you, the view is even better when you’re not watching the road

  • chili sv

    What, it’s mostly white! There’s no product! The logo is tiny! My formulaic American marketing head is going to explode!

    • Wes Siler

      Yeah, what these ads really need is to be half-filled with small print: “Vespa in no way condones the mockery of car drivers. Car drivers are people too and may in fact really enjoy driving. Riding a motorcycle is dangerous, don’t bother. 2.99% APR!!!1!!! Always wear a helmet.

    • Hooner

      Did you read the part that said these are not actual ads?

  • VespaRider69er

    The only problem in this scenario is the alternative to the mail slot is looking like a tool on a Vespa. So ironically the rider’s view of the world is enhanced and awesome, while the world’s view of the rider is mitigated and now quite lame.

  • De Waag

    I agree, to be free I’ll ride a bicycle; if I want to be petty and tribal I’ll ride a motorcycle

    • Chris

      Why are you here?

  • Rich


  • stu

    this is absolutely brilliant advertising, tapping into every urban commuter’s latent desire to be free