Oh Yeah, I'm There

State Farm Insurance's latest advertising campaign, Intersections, is both poignant and clever. The spots feature various individuals, standing on a red dot, at a certain intersection of their life, such as a groom faced with "...here comes the bride meets...here comes all her stuff. Oh Yeah, I'm There!"



However, a few weeks ago, our friend of the blog (FOB) Kathleen sent me the link to State Farm's latest Intersection commercial titled "Fuel," which has drawn the ire of a few in the cycling community. "It makes us look like freaks" as one person put it.



Although probably not intended, in State Farm's attempt to draw attention to the current plight of most Americans, in between a struggling economy and increased gas prices, the commercial does make light of the commuter culture of cycling. It is easy to see where some would be livid in the assumption that being on two wheels is somehow lower in status than on being on four, "that place where you're swapping four wheels for two."

But rather than take offense, commuters, and cyclists in general, should instead revel in the fact that they are self sufficient, self sustaining, and oil non-dependent machines. Commuters have long since traded in four wheels for two not because they lack the necessary means to keep up with the exorbitant price of fuel, but because they recognized the benefit not only to their own well being but also to the planet's.

What commuters and cyclists could probably take offense to in this commercial is the neophyte way in which the subject dresses [this was most likely intended to show that the gentleman has just made the transition to two wheels].

As another one of our FOB, Pip, pointed out, "I'm more concerned with his Seinfeld shoes." You know, the whiter than white tennis/running shoes that Jerry always wore, the pair that only Mr. Bevilacqua would be proud of wearing.

My greatest concern is the choice of shorts that the gentleman is wearing, which is duly noted by his co-worker's sarcastic commentary, "Nice pants Jim!"

As a cyclist, I'm not offended that the company/commercial takes an easily laid out swipe at us for wearing Lycra. I have long since gotten over the supposed embarrassment one should feel for wearing the "tools of the trade."

No, what concerns me most is the color choice of the biking shorts that they have an African-American male wearing. Do I need to remind people why red cycling shorts/bibs are a bad idea for men [case in point, the Polish cycling team]?


I thought not!

As a cyclist who has State Farm Insurance, where am I at?

I'm where riding a 14-year old bike meets having only enough money to upgrade components.

I'm where a 39-year old engine meets racing in a Cat 4-5 race because there aren't enough people in the Master's category.

Oh Yeah, I'm There!