A bunch of happy-vacuous models cycling around wearing bright clothes. So far so Zoolander. But the white bikes in this Benetton ad look pretty damn similar to the ghost bikes that appear at locations where cyclists were killed in road accidents. Even down to details like whited out lights and chains.
We’re used to / bored of / furious about advertising lifting ideas from art. But it jars to see an ad rip an idea from a memorial. And although most people who will see the ad might not know the reference there are a core group who will be alienated and motivated to spread the word.
Benetton should cut the ad, pay some money to a cycling campaign and hire an agency who are capable of having a new idea.