As the commercial so blindly states: “Come on, bike boy!” Or, maybe in this instance, it should be Come on, marketer boy!
If you haven’t seen it yet, the folks at QuikTrip are airing a commercial that features a [rather slovenly] cyclists who is holding up traffic as he rides in a slow and seemingly care-free manner. The camera cuts between the frustrated driver, the cyclist, and back to the perturbed motorist. Eventually, with horns blaring, the driver says it, “Come on, bike boy!”
Funny? Maybe at first. But, almost before the laughing stops, the real travesty of this commercial hits: the imagery and attitudes only exacerbates the tension between drivers and cyclists. Did QT marketers not consider this while making this one? Or, does QT not care that they may lose the cycling community as customers?
In the past, I’ve been impressed with QT’s marketing. The commercials, pump-toppers, heck, even the cups, have a very real sense of urgency and directness. Only QT can make hot dog roller grill food appetizing! What happened with this one?
At first I thought I was being sensitive to this because it crosses my world twice: marketing and cycling. But, today KansasCyclist posted the video on Facebook, with the questions: “Funny? Offensive? Hit a little too close to home, perhaps? Do you think it promotes/excuses road rage against cyclists?” The ensuing conversation proves that it’s not just me. People are talking about this one. How long before this becomes the next viral disaster?
How good are your social listening skills, QT?