-November 21, 2021 at 8:52 a.m. Pacific Time

It's been a while since I got a real belly smile from a so-called funny brand marketing video. But Harley-Davidson’s “E-Bike Master” did just that, because it pierced and promoted its way in the stereotype of bicycle culture, and got a surprisingly relevant message on its way, namely simply enjoying the ride. Row.

Part of the reason for the success may be because it is not a real Harley-Davidson product, but came to us through Serial 1, a high-definition spin-off company that produces high-quality electric bicycles.

If Harley is a 100-year-old, slow-moving corporate machine, then Serial 1 is its lively and agile entrepreneurial beloved son. No chrome, no throttle, only electric booster pedal.

Serial 1 worked with Allies & Co and Bash (a production and film team) to create "eBike Guru", a short comedy that explores how a new electric bike owner might fall into the trap of a stereotypical bicycle culture.

The short film follows Greg when he receives a new electric bicycle and quickly turns into a bicycle snob, which makes his angry wife Kathy very angry.

Once Kathy is fed up with Greg's antics, she will call the e-bike helpline and connect to the "eBike Guru" special line to solve Greg's problems.

I will not give up anything. The video is only 8 minutes, it's worth watching. Let's be realistic-today is Sunday and you did not do better.

Serial 1 must have come from the left when it was launched a year ago.

The brand manager of Serial Aaron Frank explained how the company's status as an outsider in the industry means that they must find clever ways to communicate their message.

"The electric bicycle market is crowded and chaotic. Content like this is a way to stand out. We want to have fun and use our outsider status in the bicycle industry to produce humorous content that can only come from Serial 1. At the same time, our Many mainstream customers are not cyclists, nor will they understand that cycling is not just for suffering. Electric bicycles are the best way to be active, have fun and explore the world on two wheels."  

This is not the first time Serial 1 has fun in front of the camera.

A few weeks ago, the brand launched a disposable electric bike that looks very similar to the BMX bike in a popular classic by Steven Spielberg. The beautiful electric bike creation was auctioned for charity, but before Serial 1 had the opportunity to shoot epic videos with it.

(Again, the time we are talking about here is less than 90 seconds. It's worth it.)

It may not be traditional, but it is working.

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Micah Toll is a personal electric car enthusiast, battery nerd, and the author of Amazon's number one best-selling book DIY Lithium Battery, DIY Solar, and the Ultimate DIY Electric Bike Guide.

You can send him a reminder via Micah@electrek.co

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