This irresistible Belgian ad will take you from tuning to Cycling – La Réclame

Bryan's life.

To encourage young and old to choose bicycles for their daily trips, Wallonia Cycling hit hard by partnering with Fred De Loofactor and director of the popular series Barracks. The image spot by the Belgian agency federation features Bryan, a die-hard tuning fan, who gradually realizes that the bike is often more practical for getting around. Playing on humor and derision, this campaign appeals with its offbeat approach and its realistic tone.

Behind the apparent lightness of this advertisement, the message is serious. Fred De Loof – Rayan in the series and the spot – sees it as a way to raise awareness among young people of the impacts of their mobility choices on health and the environment. For the director, this project also takes on a personal dimension, following the tragic loss of his nephew in a road accident. This reminder of responsibilities in terms of road safety aims to encourage more responsible behavior, in a region where cycling is still little used for short journeys.

This campaign is part of the Wallonia Cycling Action Plan, which seeks to increase the modal share of cycling from 2% to 5% by 2030 in this famous French-speaking region in the south of Belgium. By developing the concept of “motility”, Wallonie Cyclable does not seek to oppose bicycle and car, but to promote reasoned use of modes of transport.

Wallonie Cyclable seems unstoppable in its efforts, since last October, the advertiser had already stood out with a parade of cyclists with their mounts.