Energizer batteries are trying to appeal to consumer ecological consciences by "taking worn out batteries and making them into something strong" in the company's new EcoAdvanced battery line. What better way to be ecological than to appeal to urban cyclists? In the above commercial, the Energizer Bunny helps out tired riders by turning their bicycles into fantastic motorcycles. Not cool and not eco.
First off, take a look at Energizer's portrayal of urban bicyclists.
In the Energizer commercial's world, there are lots of cyclists, but all their bikes are old and crappy. One bike, at 0:02, has a derailleur but no chain. Few of the bikes actually fit their riders, so the cyclists look cramped and uncomfortable.
Secondly, how does electricity help cyclists? Does transforming a bicycle - a truly environmentally-friendly human-powered vehicle - into a petroleum-burning motorcycle really serve the environment? Do urban cyclists really want to ditch their trusty steeds?
Energizer seems to understand that bicycling and bicyclists sell environmental leadership. For example, see this Energizer "how do you spot a leader?" video at 0:27. Energizer's commitment to recycling battery materials appears laudable, but why not join with environmental leaders by affirming bicycling? Cyclists are Energizer's customers. Batteries in bike lights to keep cyclists safe. Why not portray how fun, fast, and free urban cycling can be? Why not celebrate cycle chic by showing stylish bicycles and attractive fashion?
What do you think, readers? Can you come up with an Energizer Bunny commercial treatment that would affirm urban cycling? Add your thoughts in the comments below.
