Sorry if this has been done before but why would a company put out an advert like that where out of the 6 different riders shown only 1 of them is wearing a helmet, admittedly one is wearing a porkpie hat to protect himself!

I understand that in Europe they may have a different take on the whole “helmets are a good thing” debate and can understand that not everyone agrees that cyclists should always wear a helmet but come on this is an international company. I’d have thought they would have given it a bit more thought?

A helmet thread. Woot.

Maybe it’s aimed at normal people, not STWers?

They did it to annoy you.

Fortunately that amuses me, so it’s swings and roundabouts. 😉

Most people don’t want to stick something on their head that makes them look like a mushroom, or the end of a gentleman’s relief organ.

Helmets hinder bike sales.

Smart eBikes are too expensive.