Another Swedish Invention to Augment Your Difficult Life

McCann Erickson, Geneva put together these ads under the headline, "Why make the effort?" for WattWorld's electric bikes in Sweden. The campaign depicts various situations where, instead of taking the noble course, you could just ... not make the effort.

Balendu suggests the variety of "effortless" scenarios in the campaign deters from the notion of the electric bike. There's some truth to this as we found the concept kind of confusing at first.

But consumers learn fast, and we might just be biased toward electric bikes. If we lose the opportunity to laugh and point while someone pedals uphill with their asses in the air, that's one less daily pleasure in life.