Be free, ride a bike

Portraying 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.
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