Regions Bank: Cycling Will Set You Free

 
Looks like we have a contender for Livable Streets Ad Campaign of the Year, courtesy of the Alabama-based Regions bank chain.

In this spot, which debuted last year as part of Regions' ongoing "Expect More" series, a thirty-something woman is walking down a city sidewalk when she approaches a bright green bike. An older man, who has presumably just dismounted the bike, hands her a helmet, and off she goes. The indie rock score kicks in, and our cyclist takes to a bike lane, joining others on identical rigs. As they whiz by stalled traffic and gather en masse, a narrator intones:

With that, she reaches her destination -- a Regions branch, natch -- but instead of parking the bike at the conveniently located rack, she hands it off, along with the helmet, to a young guy who's just exited the bank himself. Bike share!

This ad is populated by full-grown adults -- dignified, relaxed, wearing regular clothes -- using bikes as part of their daily routine. Instead of making them the butt of a joke, Regions is tapping into the feeling of freedom that cycling commuters enjoy every day. The company is also putting its money where its mouth is, having donated a passel of bright green bikes to Centenary College of Louisiana for use in a real-life bike share program.

Hats, and helmets, off to Regions.

Video: splaim20 / YouTube