Ah, cycling’s seemingly never-ending helmet debate, it’s been a while.
Last week, you may remember, we reported on the live blog that Endura had launched a new ad campaign in London, encouraging helmet use featuring the slogan: “Don’t be a helmet. Wear one” (helmet manufacturer wants people to wear helmets, shocking I know).
The Scottish cycling brand’s Dan Walker-inspired slogan wasn’t the only intriguing thing about its fancy new billboard on Quaker Street – there was also a massive apparently bike-shaped hole in it, too:
That conveniently-positioned ‘crash’ – and even more convenient saddle angle and block of wood, holding the stricken bike in place – certainly raised a few eyebrows online (and fooled a few of the more gullible types in the road.cc office, it has to be said. Though I’m not naming names…).
Endura later told us that the campaign’s attention-grabbing billboard was inspired by Nathan Hugh Robert, a Londoner who went viral last month after riding a Lime bike through the city… and crashing it into Regent’s Canal.
I fell in a London canal
♬ original sound – Nathan Hugh Robért
After the video of Nathan’s soggy detour racked up two million views on TikTok, Endura asked him to follow it up by becoming the face of their new cycling safety campaign, new bike safety campaign, which they say is focused on “encouraging cyclists to wear a helmet and rethink road safety”.
And to do that, they asked Nathan and his hipster moustache to pretend to crash a bike into a billboard in the hipster paradise that is Shoreditch.
“Nathan’s viral video about his dunk in Regent’s Canal was pure comedy. Still, we couldn’t help but worry for the guy. Not just for his guts afterwards. But he wasn’t wearing a helmet,” Endura said.
“Luckily, Nathan collided with something liquid, not concrete. But it goes to show – hits happen. And not everyone emerges with nothing worse than soggy clobber.
“So, we figured – who better to front our campaign about helmet safety? It might not protect you from a wee dip in the wet stuff. But it could save your life.”
Away from their viral clout-chasing ad antics, Endura’s latest helmet safety campaign has, rather inevitably, kicked off another round of cycling’s perennial debate: to helmet or not to helmet. Or, more pertinently, is it up to other people to tell you whether you should wear a helmet?
Over on Reddit, one user captured what he described as the “world’s most ironic drive-by”, as he took a photo of Endura’s new ad – which formed the backdrop to a cyclist riding a Lime bike with, you guessed it, no helmet:
[SeaworthinessLow1360/Reddit]
“Where was he meant to get one? They don’t come with the bikes you rent,” noted another Reddit user in the comments.
“Don’t think I’ve EVER seen someone wearing a helmet on a Lime bike. But I agree, everyone should,” came one reply.
However, one cyclist said: “To be honest, that advert makes me want to not wear a helmet. (I still will though).”
“Who is paying for these ads? The motor industry?” asked GiganticCrow, to which Shoddy Enthusiasm replied: “Big helmet”.
“Running for the Ipswich South seat at the next election,” the Crow joked (now that would be an interesting campaign, for us, anyway).
“YOU should feel bad,” noted Swy. “Always wear a helmet when walking. Certainly when driving. All activities with either similar or much high risk of head injury.”
> Why is Dan Walker’s claim that a bike helmet saved his life so controversial?
Over on Instagram, one cyclist was even angrier with the tone of Endura’s campaign.
“This is such blatant dishonesty. Where is this advert posted, so I can complain to the relevant advertising standards organisation?” they said.
“No dissembling, answer the questions: Are your helmets rated to protect against traumatic brain injury? Are your helmets rated to protect against collision forces encountered when a rider is struck by a car? What are the testing protocols your helmets undergo and what impact force are they rated to withstand as a result?”
Nevertheless, others were baffled that some cyclists “feel victimised for being encouraged to increase their own safety”.
“This isn’t even about hate for cyclist,” Ultra said on Reddit. “I’m a cyclist who values his life, so I wear a helmet. If you cycle without one, you’re a melon.”
Well, according to Endura, you’re actually a helmet.