Trek Imagines E-Bike as Human Assistant in Zany Ad

Trek Imagines E-Bike as Human Assistant in Zany Ad

October 28, 2022 | By Andrew McLemore Support us! GearJunkie may earn a small commission from affiliate

Sometimes, an advertisement transcends superficial formulas and ascends to true greatness. This is one of those ads.

Two years ago, Trek tapped YouTube production company IFHT Films for new bike-related content. 

While IFHT has made several hilarious videos for the bike company, the latest ad for Trek’s line of e-bikes takes a truly imaginative approach. We don’t want to spoil it for you, so simply enjoy the video. By the time it’s over, you’ll probably never look at an e-bike the same way.

Or as “Ian,” the ad’s avatar of e-bikes, puts it: “I am one with the trail. I am one with my rider.”

Runtime: 2.5 minutes

Trek Imagines E-Bike as Human Assistant in Zany Ad
Trek Domane Gets Racier, Looks to Keep Reputation for Comfort
Trek cut up to 1.5 pounds of frame weight off the Domane, its all-around road bike that cyclists have long known for a comfy ride. Read more…
Andrew McLemore

By Andrew McLemore

An award-winning journalist and photographer, Andrew McLemore brings more than 14 years of experience to his position as Associate News Editor for Lola Digital Media. Andrew is a musician, climber and traveler who currently lives in Cuenca, Ecuador, which he uses as a home base for adventures throughout the Americas. When he’s not writing, playing gigs or exploring the outdoors, he’s hanging out with his dog Campana.

Topics: News, Biking

Tags: e-bikes, Trek